Visual Branding of Department Stores

 5
Topic:                               Visual Branding of Department Stores
Paper Type:                         Dissertation
Word Count:                          9307
Pages:                                      36
Referencing Style:                   Harvard
Education Level:                     Masters
Description:                        The aim of this research study is to ascertain that what really makes the brand identity of a successful                                            department store





Visual Branding of Department Stores 
[Name of Student]
[Name of Institution]
[Course]













Abstract
The brand identity of department stores comprises of several visual elements. On the one hand, it is difficult to know the influence of a tool that directly involves the senses, especially the hearing and psychological influence. On the other hand, it is presumptuous to attribute to visual branding as a full force communication of other communication tools that have synergistic brought to the point of sale. Department stores, who want to manage its own identity and corporate image in best way, have a logical arrangement of various visual elements. 
This theoretical review may provide guidance for those wishing to develop programs of identity management and improving corporate image. Finally, this conceptual work opens some opportunities for research, especially with an empirical approach.
Purpose: This research study tries to explore the notion what really makes a successful department store brand identity
Methodology: This Research uses desk research and reviews literature to find the answer of the question posed in this research.








Contents
Chapter 1 Introduction	5
1.1 Background	5
1.2 Rationale of the Study	6
1.3 Purpose of the Study	7
1.4 Research Questions	8
1.5 Research Methodology	8
1.6 Limitations	8
1.7 Structure of the Study	8
Chapter 2 Literature Review	10
2.1 The Visual Branding	10
2.2 Corporate Communication	12
2.3 Visual Branding and Corporate Image	14
2.4 Visual Branding and Visual Merchandising of Department Stores	17
Chapter 3 Analysis and Discussion	20
3.1 Elements of Visual Branding	20
3.1.1 Logos	20
3.1.2 Store Design	21
3.1.3 Windows	22
3.2 John Lewis Store Visual Branding	23
3.2.1 Customers’ Feedback	23
3.2.2 Colour	23
3.2.3 Decoration	24
3.2.4 Lighting	26
3.2.5 Christmas Theme	26
3.2.6 Website	28
3. 3 Selfridge	28
3.3.1 Store Design	28
3.3.2 Lighting	30
3.3.3 Windows	30
3.3.4 Themes	32
3.3.5 Advertising and Campaign	34
3.4 Harvey Nicholas	35
3.4.1 Store Design and Décor	35
3.4.2 Lighting	36
3.4.3 Windows	39
3.4.4 Christmas Campaign	40
3.4.5 Advertising Campaign	41
Conclusion	43
References	46

	
 
Chapter 1 Introduction
1.1 Background
The brand identity of a department store comprises of several elements. The professional interior designers and prestigious architects design models of the stores, stairs or possible interactive virtual fitting that turn a department store into flagships of the brand (Dagger & Danaher, 2014). Visual branding is much more than to just make the potential customer to purchase various items. The basic aim of visual branding is that the consumer connects with the brand that has been announced in advertisements.
The departmental store is not just a place of product distribution, but a form of communication itself. The visual branding of departmental store is used to make attractive showcase to lead customers into the store and encourage buying. With the passage of time, its work has expanded because because each "piece" is the key to generating consumer shopping experience (Dagger & Danaher, 2014). Hence, Department stores started paying attention to the racks, shelves or decoration etc. to show that they not only provide a distribution but have a brand identity of their own.
The first experiences of visual branding and merchandising, in mid-nineteenth century, were linked to department stores or shopping malls (Breugelmans& Campo, 2011). In London, Selfridges introduced showcase lighting, using it as an advertising element when the establishment was closed at night (Breugelmans& Campo, 2011). The idea of combining the visual merchandising to art is also emerged in department stores. The strategic location of Store and the use of buildings architecture were also emerged as elements of visual branding of stores in the middle of nineteenth century.
1.2 Rationale of the Study
Today, the management of the image of the department store has acquired enormous relevance for modern stores, making it an instrument of differentiation and obtaining competitive advantages (Balmer, 2008; Melewar&Karaosmanoglu, 2006). Current market dynamics invite companies to attributes and organizational characteristics of the visual brand of department stores, because they are more durable and resistant to the competiton (Aaker, 2004; Bhattacharya &Sen, 2003). 
The Visual images give m