Abstract
I make brands by addressing the relevant motivators of the addressees in a credible and understandable way and leading them to an emotional connection. Then, in all my marketing processes, I have to deliver on my promise and make it tangible and tangible. In doing so, I have an easier time as a shopping destination appealing to my shoppers, but a much harder time in all my marketing processes and outlets making the promise tangible. For this reason, any mistake in positioning is like intravenous poison or at least ineffective and wasted money. Listen carefully as you read.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Similar content being viewed by others
References
gdp (2008) Interne Studienergebnisse, Hamburg
Gruppe Nymphenburg (2009) Interne Studienergebnisse, München
Rheingold (2011–2015) Interne Studienergebnisse, Köln
Sorensen H (2008) Long tail media in the store. J Adv Res 48(3):329–338
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2023 The Author(s), under exclusive license to Springer Fachmedien Wiesbaden GmbH, part of Springer Nature
About this chapter
Cite this chapter
Braun, H.W. (2023). Turning a Shopping Location Into a Brand!. In: Mau, G., Schweizer, M., Oriet, C. (eds) Multisensory in Stationary Retail. Springer, Wiesbaden. https://doi.org/10.1007/978-3-658-38227-8_16
Download citation
DOI: https://doi.org/10.1007/978-3-658-38227-8_16
Published:
Publisher Name: Springer, Wiesbaden
Print ISBN: 978-3-658-38226-1
Online ISBN: 978-3-658-38227-8
eBook Packages: Business and ManagementBusiness and Management (R0)