Creating Retailer / Centre Brand Synergy
The following presentation formed the basis of a workshop held at the ICSC Retail Strategy and Trends Forum in Berlin, in November 2015. The aim of the workshop was to have a discussion and to develop a better understanding of what an effective shopping centre brand strategy should involve to create a first choice perception for the target audiences, stakeholders and users.
The presentation is divided into the four sections, covering Brand Strategy, Marketing and Communications Strategy, Tenant / Centre Collaboration and Employer Branding.