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Visual Branding in a Multiple‐Media World
Author(s) -
Cooke Kenneth,
Heller Cheryl
Publication year - 1998
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.1998.tb00217.x
Subject(s) - interactive kiosk , payment , advertising , business , visual media , brand image , marketing , art , visual arts , computer science , world wide web , finance
BRANDING IS ABOUT developing strong relationships with consumers. That's exactly why Elektra, Mexico's largest speciality retailer, is so successful. As Kenneth Cooke and Cheryl Heller note, Elektra's customers don't have a lot of disposable income, but they know the stores offer a brand they can count on—hallmarked with a dynamic flower/sun image—and a contemporary environment that includes kiosks that transform electronic retailing into a family outing, where kids doodle and parents can take a guided tour of merchandise choices and payment options.