The document discusses how branding has moved online as retailers broaden their presence. It states that branding encompasses all aspects of a brand's persona and is characterized by digitization and globalization. Online branding strategies can involve developing the brand's design, which can improve loyalty and differentiation if done well. Key themes discussed include customization, revolutionizing the brand experience through emphasis on the consumer experience, and establishing a brand image through improved websites and communications.

1. Alternate Assignment 5
“Branding Research”

2. Michelle Boo Assignment 5
Retail brands have moved online to broaden
their presence

3. Michelle Boo Assignment 5
“Branding is centered upon
design, as it encompases all
apsects of the brand’s persona...”
Magrath, Victoria, and Helen McCormick. "Branding design elements of mobile fashion retail apps." Journal of Fashion Marketing and Management 17.1 (2013):
98-114.

4. Michelle Boo Assignment 5
Branding is characterized by digitizing
and globalization

5. Michelle Boo Assignment 5
Online branding development strategies
can fall under developing the brand
design

6. Michelle Boo Assignment 5
A company that uses design can improve
brand loyalty and create a point of
differentiation in the market

7. Michelle Boo Assignment 5
Key themes are customization and to
revolutionize the brand experience

8. Michelle Boo Assignment 5
Brand equity is shown through the
consumer’s positive response to the
retailers specific brand compared to
others

9. Michelle Boo Assignment 5
The demand of consumers for
reinforcement of quality guarantees
success in the supply chain

10. Michelle Boo Assignment 5
Private branding strategies lend to a
credible signal for consumers

11. Michelle Boo Assignment 5
A rich consumer experience due to
design can increase traffic to online
stores for retailers

12. Michelle Boo Assignment 5
The value set and the experiences of the
consumer can link to a retailer if the
branding is done well

13. Michelle Boo Assignment 5
Increasing emphasis on the experience
and opportunity on commerce can
revolutionize the brand experience

14. Michelle Boo Assignment 5
Developing brand specification can
differentiate the brand evolving the
productivity of the brand

15. Michelle Boo Assignment 5
Variability of quality of attributes
https://www.researchgate.net/profile/Armelle_Maze/publication/251065420_Retailers'_branding_strategies_Contract_design_organisational_c
hange_and_learning/links/53d256ef0cf2a7fbb2e995ab/Retailers-branding-strategies-Contract-design-organisational-change-and-learning.pdf

16. Michelle Boo Assignment 5
Improving websites and communication
using the brand and launching
promotions will help establish a good
brand image

17. Michelle Boo Assignment 5
Sources
Articles:
Magrath, V. and McCormick, H. (2013), "Branding design elements of mobile fashion retail apps", Journal of Fashion Marketing and Management,
Vol. 17 No. 1, pp. 98-114. https://doi.org/10.1108/13612021311305164
https://www.researchgate.net/profile/Armelle_Maze/publication/251065420_Retailers'_branding_strategies_Contract_design_organisational_change_
and_learning/links/53d256ef0cf2a7fbb2e995ab/Retailers-branding-strategies-Contract-design-organisational-change-and-learning.pdf
Magrath, Victoria, and Helen McCormick. "Branding design elements of mobile fashion retail apps." Journal of Fashion Marketing and Management
17.1 (2013): 98-114.
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