Zur Profilierung im Wettbewerb mit Hilfe des Retail Branding: Ziele, Gestaltungsansätze, Wirkungen auf das Kaufverhalten und Erfolgsvoraussetzungen au
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Masterarbeit aus dem Jahr 2014 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,3, FernUniversität Hagen, Sprache: Deutsch, Abstract: In der Konsumgüterindustrie wird schon lange die Meinung vertreten, dass Marken zu den wertvollsten immateriellen Ressourcen eines Unternehmens zählen, deren Aufbau eine besondere Aufgabe darstellt. Eine klare Differenzierung im Wettbewerb sowie eine Steigerung des Unternehmenswertes stehen dabei im Vordergrund. Handelsunternehmen verstehen zunehmend ganze Unternehmen oder einzelne Vertriebslinien als Marken und somit die Marke selbst als wertvolle Ressource aufzufassen. Der Begriff der Retail Brand wird immer häufiger in Bezug auf die strategische Profilierung von Handelsunternehmen angewandt. Beim Retail Branding geht es darum, die Verkaufsstellen des Handels als Marke zu etablieren. Die Wahrnehmung der Konsumenten und deren Einkaufsstättenwahl sollen somit beeinflusst und die Kunden langfristig an das Handelsunternehmen gebunden werden. So beschreiben Swoboda et al., dass " ... the increasingly widely used view of the retailer as a brand is one of the most important trends in retailing." Ai-lawadi/Keller betonen, dass " ... branding can be especially important in the retailing industry to influence customer perceptions and drive store choice and loyalty." Die Beweggründe für eine zunehmende Relevanz des Retail Branding liegen insbesondere in der Veränderung der Konsumgüterwirtschaft, vor allem der Handelsstrukturen und Strategien, die einen Bedeutungszuwachs des Einzelhandels herbeigeführt hat. Hat sich der Einzelhandel lange Zeit auf die Beschaffungsseite konzentriert, so rückt jetzt die Absatzseite in den Mittelpunkt der Betrachtung. Der direkte Kontakt zum Kunden bildet dabei einen Wettbewerbsvorteil gegenüber der Industrie. Der Handel hat sich zunehmend von der Industrie emanzipiert und nimmt eine bedeutende Stellung in der Wertschöpfungskette ein. Zahlreiche Unternehmen, z. B. Aldi, Lidl, H&M, Zara un
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