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What brand perceptions are retailers creating?

Jan 12th 2012, 08:06

12 January 2012

What brand perceptions are retailers creating?

Marketing to consumers is at the heart of any retail business and although retailers may follow a similar procedure to roll out their marketing campaigns, the brand perceptions they create are often very different. But, what brand perceptions are our retailers creating? And, can a retailer’s performance be measured by the brand perception it creates?

For the last few years Checkers has embarked on a “better and better” campaign, creating brand perceptions of improved lifestyle by shopping at Checkers. The retailer has shifted focus away from savings, while still maintaining an air of value. Success on this front is clearly evident based on the performance of the Checkers brand.

In difficult times, other retailers have tended to focus on conventional promotional marketing. While this is very important, it doesn’t necessarily uplift the profile of a retailer’s brand.

Woolworths, on the other hand, has always focused on quality. However, the retailer has recently developed a pricing strategy that promotes better value, without detracting from the premium image of their brand. This has worked very well.

Retailers have created different perceptions through building their brands around quality, savings and value, respectively. We look forward to their future advertising and marketing campaigns. It is evident, though, that branding is as important as price promotion.

Wendy Smith

P.S. Look out for this editorial on our editor’s blog.

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