Retail Service Brand Management. An imperative for organized retailers

      Аннотация: Retail, as a business process gives opportunity to crate customer touch points in the entire supply chain. As in the last few decades, there has been a tremendous hype about the paradigm shift in the customer’s experience in purchase patterns worldwide, India as a market no longer remains as an exception. Indian market has attracted many global retail leaders to expand their scope of business in this high potential economic territory. As the competition becomes intensive, it becomes necessary to understand the uniqueness in the very core process of retail in organized form and subsequently consider right business components. Branding as a business phenomenon has caught the attention of business and management fraternity to pave into the form of being distinctive. As retail in its organized form invites its stakeholders to focus more on creating feel good factors of experience, the retail process owners must look into the importance of a strategic framework to make their processes implemented with real value added and delivered as well.

Ключевые слова: Branding, Experience Marketing, Organized Retail, Service, Indian landscape, Strategic model