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Report | Perspectives on retail branding portfolios


The most fruitful branding initiatives not only cover all the necessary bases, but they employ a holistic process that considers all aspects—including final implementation at retail sites—from the very beginning. Too often organizations are indulgent in the effort put into developing a brand concept and look, then rush to apply it to their real estate in "slam dunk" fashion. Since this portfolio application typically consumes about 75 percent of a large multi-site retail re-branding budget, it should be addressed early in the process to drive maximum return on the branding investment and avoid costly missteps.

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