Indian Retail Industry-Pantaloon Retail (India) Ltd. Part VI

Literature Review

There can be a number of activities in retailing resulting in the sales of merchandises directly to the consumers. It really does not matter how the things are sold or where they are sold. For an instance one can do retailing by selling its products by person, via telephone and internet or through some shopping stores. However to success in the respective retailing, the organizations must look at their merchandises, services and moreover branding of the same. In today’s world almost all the products are good and almost fall in their same respective category. Consumers differentiate them on the basis of their perceptions about the brands. Retailers need to build up that ’perception’ of the consumers and this only can bring them luck over their competitors. So branding is an important and necessary component of retailing (Halt, 2004). The organization must consciously adopt the branding strategies to attract more consumers towards their shopping stores.

Branding Strategies

A product can have a name, trademark logo, its unique packaging and other exciting and unique features, but still it does not have any brand recognition. The branding cannot be described through some physically existent attributes like logo, packaging and the name; it needs to be developed and established over the time (Holt, 2004). The attributes just add to the brand name or in other words these help to build up the brand. Despite of having some logos, names, attractive packages and other attributes, its brand name does not exist. The reason is the non existence of any history of the product and absence of any marker to identify the same.

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