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Home > Business/Finance > Diversified Services > Marketing/Advertising/PR
Retail Branding - UK
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- ISSUES IN THE MARKET
- KEY THEMES AND ISSUES
- What matters in retail branding?
- What is retail branding doing well, not so well, not doing at all?
- How is it performing, and who is performing well?
- How could retail brands improve?
- BRAND ELEMENTS
- Research methodology
- BRAND MP
- ABBREVIATIONS
- INSIGHTS AND OPPORTUNITIES
- Investment in brand and proposition development
- Over dependence on price
- Where’s is the excitement and innovation?
- MARKET IN BRIEF
- When the going gets tough, the tough get going
- Insularity dominant?
- Relevant consumer orientation
- Breakout thinking
- Never mind the differences look at the similarities
- Visionary leadership
- Star retail brands - movers and shakers
- What now for retail?
- RETAIL INDUSTRY IN CONTEXT
- Figure 1: Industry category averages, 2007
- Figure 2: Retail categories compared to all categories, 2007
- Sameness pervades consumers’ perceptions
- Figure 3: Retail category average KPIs compared to all categories, 2007
- Cross-category comparison
- Figure 4: Retail category brand map, 2007
- Average category indicators don’t do credit to brand stars
- Homewares kick up to hyper drive
- Department stores opting for quality
- Wine - is its future rosé?
- Clothing needs to accessorise some style and purpose
- Books dominated by specialists
- DIY or Do it for me?
- Home shopping companies especially vulnerable
- Telecommunications providers the least trusted category
- Manufacturers pull better than retailers in portable technology
- Electrical needs higher voltage
- Convenience stores close to our heart
- Food on trial
- Non-food unrealised
- Own-label from budget to finest and beyond
- BRAND ANALYSIS
- Figure 5: Retail brands footprint, based on brands surveyed, 2007
- Putting the brand effort in the right place
- Figure 6: Topline performance summary KPI, retail brands footprint, based on brands surveyed, 2007
- Quadrant 1 - Immature growth brands
- Figure 7: Immature brands’ KPIs, based on all brands surveyed, 2007
- Low ratings for innovation, service and quality a common feature
- Worth paying more for, consideration and recommendation are levers to develop brand strength
- ‘Immature’ growth brands, what’s driving their momentum?
- Figure 8: Growth brands with momentum, based on all brands surveyed, 2007
- Specsavers not as trusted as it might think
- Goldsmiths is proud of its reputation
- HMV customers are very satisfied
- Fired Earth needs to fire up quality awareness online
- Topps Tiles with unmet consideration could top up its coverage
- Figure 9: Growth brands with momentum KPIs, based on all brands surveyed, 2007
- Consideration and recommendation give these brands momentum
- Above-average retail innovation and poor service are inhibitors
- Developing points of difference to escape
- MATURE GROWTH BRANDS, BUT LOWER RECOMMENDATION
- Quality and innovation need attention
- Lack of differentiation typical of Signet-owned jewellery brands
- Virgin Megastores - fresh start as Zavvi
- Time for Habitat to come out of hiding?
- Figure 10: Q1 established brands’ KPI gaining ground, poor recommendation, of brands surveyed, 2007
- High consideration gives these brands momentum
- Low recommendation and poor perceptions of service are the main inhibitors
- BRANDS STANDING STILL - GOOD RECOMMENDATION
- Figure 11: Q1 brands standing still, based on brands surveyed, 2007
- Life in the price war zone
- Fashion brands have to deliver affordability
- Laura Ashley leveraging quality to escape
- Arcadia flagship brands tired and losing relevance
- Primark in danger of losing momentum
- Service and recommendation important for mobile phone brands
- Wilkinson’s cheap and cheerful neighbourhood retailing
- Figure 12: Q1 standing still brands’ KPIs, based on brands surveyed, 2007
- BRANDS STANDING STILL - LACKING RECOMMENDATION
- Figure 13: Retail brands Q1 standing still, lacking recommendation, from all brands surveyed, 2007
- Value is the only merit
- Topshop - striving for breakout from value sector
- Improving relevance to strengthen George at Asda
- Bhs - what’s the vision?
- High adspend not a solution for a weak brand or proposition
- TK Maxx - proposition mis-match?
- Peacocks’ brand development: a work in progress
- Commodity electrical brands architects of their own-brand weakness
- Figure 14: Q1 value brands’ KPIs, from all brands surveyed, 2007
- Value is the only merit
- IMMATURE, LOSING GROUND BRANDS
- Figure 15: Q1 unfocused and losing ground brands’ KPIs, based on brands surveyed, 2007
- Two more Arcadia fashion brands failing to achieve standout
- Strong-performing companies with weak brands
- MFI brand values damaged beyond repair?
- Not all brands with a distinct proposition achieve standout
- JJB Sports finding it hard to deliver on its distinctive positioning
- Traditional mail order brands losing relevance
- Undifferentiated convenience stores highly vulnerable to encroachment
- Underperforming on a range of attributes
- Littlewoods - where next?
- TJ Hughes - unique format but with limited differentiation
- Round-up: I’m not a value brand - get me out of here!
- Developing other brand values
- Quality discounters - a contradiction in terms?
- Breaking away from obsessive use of price
- Raising service standards to improve the shopping experience
- So what’s wrong with being a value brand?
- Price-led brands are highly vulnerable as in electrical goods
- QUADRANT 2 - MATURING, ASPIRATIONAL AND CHALLENGER BRANDS
- Figure 16: Quadrant 2 - aspirational and challenger retail brands based on all brands surveyed, 2007
- Young, dynamic brands
- Below-average trust linked to lack of awareness
- Strongly differentiated proposition is worth paying extra
- Brand profit is also aspirational
- ESR credentials gives these brands a strong reputation
- Orange - triumph of image over reality?
- The Body Shop most vulnerable to loss of momentum
- IKEA also in the leadership quadrant
- Figure 17: Quadrant 2 KPIs - maturing retail brands surveyed, 2007
- Realising potential through sustained momentum
- Fashion energy to sustain relevance
- QUADRANT 2 - ROUND-UP
- QUADRANT 3 - MATURE BRANDS LOSING RELEVANCE
- QUADRANT 3 - MATURE BRANDS - GAINING GROUND
- Figure 18: Mature retail brands with limited relevance, gaining ground, 2007
- Directional dilemma
- Brand elements point the way forward
- New technology brands peaking?
- Figure 19: Mature brands’ KPI, gaining ground, based on brands surveyed, 2007
- MATURE BRANDS STANDING STILL
- Figure 20: Mature brands standing still, based on brands surveyed, 2007
- Caught napping?
- Complacency - few compelling points of difference
- Debenhams not delivering
- Sainsbury’s - restoring credibility
- Tesco - super state becoming a victim of its own success
- Figure 21: Mature brands standing still KPI based on brands surveyed, 2007
- MATURE BRANDS LOSING GROUND
- Figure 22: Mature retail brands losing ground, from brands surveyed, 2007
- Crisis looming for brands with no strong points of difference
- Correlation between these ailing brands and weak profitability
- Low ESR ratings reflect concern about profitability
- Loss of authority particularly damaging to specialist drinks retailers
- House of Fraser, house of brands
- Figure 23: Mature brands losing ground KPI based on brands surveyed, 2007
- QUADRANT 3 ROUND-UP - IS THERE A WAY BACK?
- In need of revitalising
- Re-inventing the differences that make a brand special
- Personality profile needs work
- QUADRANT 4 - LEADERSHIP BRANDS
- Figure 24: Q4 leadership brands based on all brands surveyed, 2007
- Highly trusted brands distancing themselves from the pack
- Defending quality against the challenger brands
- Building a point of difference into a point of view - ’Plan A - because there is no Plan B’
- Emotional engagement reinforces points of difference
- IKEA rated highest for differentiation
- Waterstone’s holding its own against Amazon
- Boots
- Q4 ROUND-UP - CONSISTENCY, QUALITY AND INNOVATION REQUIRED
- Maintaining position by avoiding complacency
- Maintaining vitality through innovation and new ideas
- Customer retention is paramount
- Figure 25: Q4 leadership brands’ KPIs, based on all brands surveyed, 2007
- So what we’ve found is
- BENCHMARKING
- THEMES AND ISSUES
- Financial performers
- Figure 26: Retail profit growth based on brands surveyed, 2007
- Figure 27: Retail profit growth based on brands surveyed where only 2006 figures available, 2007
- Figure 28: Retail sales growth based on brands surveyed, 2007
- Biggest-spending brands
- Figure 29: Top ten retail advertising expenditure, based on brands surveyed, 2003-07
- DFS sings loudest in a disappointing Christmas
- Figure 30: Top ten retail advertising expenditure 2007, based on brands surveyed, 2007
- River Island shrugs off the consumer caution
- Figure 31: Top ten retail advertising expenditure 2003-07, based on brands surveyed in 2007
- Amazon revs up in 2007 on the Internet
- Figure 32: Top ten retail advertising expenditure, based on brands surveyed, 2006-07
- Vision Express can see opportunity
- Figure 33: Top 20 retail adspend ratios in 2007, based on brands surveyed in 2007
- M&S best reputation contrasts to Tesco’s best value
- Figure 34: Best reputation and profits orientation of brands surveyed, 2007
- M&S is quality: premiumisation and consistency
- Figure 35: Retail top ten for high quality, premium retail brands surveyed, 2007
- M&S dominates top service
- Figure 36: Top 20 retail brands’ aspects rated on service from the brands surveyed, 2007
- Figure 37: Top 20 retail brands rated on best service achieved from brands surveyed, 2007
- Figure 38: Retail service vs innovation in brands surveyed, 2007
- IKEA brings dynamism in both differentiation and innovation
- Figure 39: Top ten retail differentiation and innovation of brands surveyed, 2007
- M&S and The Body Shop lead on ESR
- Figure 40: Retail category average KPIs compared to all categories, 2007
- The Body Shop still hot on ethical and environmentally friendly leadership
- Figure 41: Top ten ESR rankings for ethical and environmentally friendly, 2007
- Amazon leads M&S as the most trusted brand
- Figure 42: Top ten retail ESR: social responsibility and trust, 2007
- The ultimate satisfaction!
- Figure 43: Top ten retail satisfaction of all the brands surveyed, 2007
- Figure 44: Top retail brand quality vs excellent satisfaction of brands surveyed, 2007
- Commitment
- Figure 45: Top ten rankings of retail loyalty, retention and preference of brands surveyed, 2007
- DFS and Amazon show most momentum
- Figure 46: Top ten retail consideration and recommendation of all brands surveyed, 2007
- Monsoon vibrancy leads Zara
- Figure 47: Top ten rankings of retail energy of brands surveyed, 2007
- Conclusion: the strongest brands
- Appendix
- Figure 48: Fastest-growing sales for retail brands surveyed, 2007
- Figure 49: All retail brands surveyed profit growth, for retail brands surveyed, 2003-07
- Figure 50: Adspend of all retail brands surveyed, 2007
- Figure 51: Advertising expenditure and adspend ratio of all retail brands surveyed, 2007
- Figure 52: Most differentiated and innovative of all retail brands surveyed, 2007
- CONCLUSIONS
- Insularity dominant?
- Never mind the differences look at the similarities
- Relevant consumer orientation
- Breakout thinking
- Visionary leadership
- Star retail brands - movers and shakers
- Conclusion - What now for retail?
- APPENDIX: RESEARCH METHODOLOGY
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