In this authoritative and comprehensive book on retail branding,
international business experts Lars Thomassen, Keith Lincoln and Anthony
Aconis reveal how the most successful brands survive in a world of
increasingly powerful retailers and ever more knowledgeable shoppers.
Based on arguably the most extensive global analysis of the world of
retail ever undertaken, and including a groundbreaking survey by
ACNielsen, Retailization presents an innovative and pragmatic seven-step
programme to guarantee your survival by realizing the full retail
potential of your brand. Drawing on countless case studies including
leading international giants such as Procter & Gamble, Apple and LEGO,
Retailization shows you how to rethink, reimagine and restructure your
entire business and brand efforts in this new competitive landscape. We
used to live in a world where brand power was everything, but slowly and
inexorably it is being replaced by retail power. When the largest
retailer in the world is now several hundred times larger than an
individual brand, it is clear where the real power lies. When only a few
retailers control 75 per cent of an individual market, while the biggest
brands control less than 1 per cent, it is clear where the real power
lies. However, you too can live and thrive with that new power if you
"retailize" your entire organization from top to bottom and connect your
shoppers to brands through the power of retail thinking. Retailization
is essential reading for sales and marketing professionals, brand
managers and business managers who want not only to survive, but thrive. 221 sider.