Retail Marketing and Branding (ePub)

Foreword xi Introduction to the Second Edition xiii Second Edition Acknowledgments xv Introduction to the First Edition xvii First Edition Acknowledgments xxi Commonly Used Acronyms xxiii Part I Building Superior Retail Brands 1 1 Principles of Successful Brand Management: Art, Science, Craft 3 Art, science, craft 5 Creativity and consistency 6 Strengths and weaknesses 8 Touch point orchestration 9 2 Segmentation 21 Relevance in retail 22 Top management attention 23 Consumer needs 26 Strategic segmentation 30 Implementation 32 3 A Guide to Excellence in Retail Brand Management 37 The brand diamond 37 The brand purchase funnel 42 BrandMatics 45 The brand promise 50 Brand delivery 52 4 Developing and Refi ning Retail Formats 63 Basic types of format development 64 The four-step process 66 Implementation support 74 5 Store Brand Portfolio Management 77 Multiple formats and brands 78 BrandMatics Advanced 80 The brand space map 81 Impact estimation 84 6 Private Label Branding 89 PL growth 90 Four generations of PL 95 PL strategy 100 SKU selection 102 Capabilities 103 Part II Optimizing Marketing ROI 105 7 How to Spend It: Fact-based Media Mix Optimization 107 Media landscape transformation 108 Equal footing 110 Three approaches 112 8 Budget Sizing: The Million-dollar Question 117 Systematic approach 117 Transparency 119 Outside-in benchmarking 121 Inside-out budgeting 123 Effi ciency modeling 125 Budget level estimate 126 9 Budget Prioritization 129 Decision mode 129 Investment units 131 Full transparency 134 Prioritization criteria 136 Avoiding automation 140 10 Reach-Cost-Quality 147 Vehicle optimization 148 Apples and apples 149 Universal scores 157 11 Marketing Mix Modeling 161 How to spend it 161 Impact comparison 163 Applications 165 Multi-lever transparency 166 What to watch out for 168 12 The Digital Retail (R)evolution 179 End-to-end digitalization 181 Channel convergence 183 Localization 186 Social media 188 Content management 191 Brick-and-mortar 192 13 POS

Dr. Jesko Perrey Director, Düsseldorf Jesko Perrey
is the global leader of the CLM (Customer Lifecycle Management)
service line and a core member of the leadership team of the EMEA
Consumer Goods & Retail Practice at McKinsey. His focus is on
brand management, marketing ROI, segmentation, and CLM across
different industries. Jesko is the author of many articles and
essays in leading journals and compendiums, particularly on
marketing-related subjects such as branding, marketing ROI,
segmentation, and CLM, and coauthor of the book Power Brands. He
holds an MBA and a PhD from the University of Münster.

Dr. Dennis Spillecke Principal, Cologne Dennis Spillecke
is a core member of the EMEA Consumer Goods & Retail Practice,
as well as of the EMEA Marketing & Sales Practice at McKinsey.
Dennis leads the global service line on marketing ROI and branding.
In recent years, Dennis' work has focused primarily on the
areas of digital marketing, marketing ROI, and branding. Dennis
holds a PhD from the Otto Beisheim School of Management (WHU) in
Vallendar.

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