Retail Marketing and Branding: A Definitive Guide to Maximizing ROI, 2nd Edition

CONTENTS

Foreword

Introduction to the Second Edition

Second Edition Acknowledgments

Introduction to the First Edition

First Edition Acknowledgments

Commonly Used Acronyms

Part I Building Superior Retail Brands

1 Principles of Successful Brand Management: Art, Science, Craft

Art, science, craft

Creativity and consistency

Strengths and weaknesses

Touch point orchestration

2 Segmentation

Relevance in retail

Top management attention

Consumer needs

Strategic segmentation

Implementation

3 A Guide to Excellence in Retail Brand Management

The brand diamond

The brand purchase funnel

BrandMatics

The brand promise

Brand delivery

4 Developing and Refining Retail Formats

Basic types of format development

The four-step process

Implementation support

5 Store Brand Portfolio Management

Multiple formats and brands

BrandMatics Advanced

The brand space map

Impact estimation

6 Private Label Branding

PL growth

Four generations of PL

PL strategy

SKU selection

Capabilities

Part II Optimizing Marketing ROI

7 How to Spend It: Fact-based Media Mix Optimization

Media landscape transformation

Equal footing

Three approaches

8 Budget Sizing: The Million-dollar Question

Systematic approach

Transparency

Outside-in benchmarking

Inside-out budgeting

Efficiency modeling

Budget level estimate

9 Budget Prioritization

Decision mode

Investment units

Full transparency

Prioritization criteria

Avoiding automation

10 Reach–Cost–Quality

Vehicle optimization

Apples and apples

Universal scores

11 Marketing Mix Modeling ...