2D23D: Management and design perspectives on retail branding

Abstract

The aim of this research is to define the development and boundaries of the retailer brand primarily through the elements of identity and image. Two perspectives are introduced to explain the ways in which three‐dimensional branding and sensory experiences of the retail brand can arise. One approach is marketing led; the other is based on design studies. The study assesses the development of retail branding, the areas in which sensory experience of the retail brand occurs and its implications for retailers. It concludes with new insights into retail branding and proposals for the subject to be studied across disciplinary boundaries.

Citation

Kent, T. (2003), "2D23D: Management and design perspectives on retail branding", International Journal of Retail & Distribution Management, Vol. 31 No. 3, pp. 131-142. https://doi.org/10.1108/09590550310465503