2D23D: Management and design perspectives on retail branding

The aim of this research is to define the 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: through marketing and design.

The original discussion of retail branding from marketing and design perspectives demonstrates the evolution of retail branding into its current complex and multi-dimensional state. Marketing has been concerned with analysis of both product and corporate branding on store image, and the impact of products and environments on store patronage and buyer behaviour. Design has evolved from a graphical, 2D approach in the creation of an identity, to the combined concept of external architecture and internal spaces. This raises the significance of space in defining the brand experience. 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.