RETAIL STORE DESIGN AND ENVIRONMENT AS BRANDING SUPPORT IN THE SERVICES MARKETING

The services are intangibles, therefore their quality is difficult to be evaluated by the client and building a strong brand image is a challenging task. The services are distributed using diverse channels such as: company retail stores, dealers, franchise. The service companies are interested in the environment of the location, not only to increase sells but also in order to boost the image of the company. The excitement that a retail store induces to a client can modify the perception of the brand. The client values more a brand that distributes its services in a luxury, high-tech retail environment than a discount store. In this paper we intended to investigate the techniques that a service company is using to enhance the brand image in a retail location. For this purpose, the various aspects of the retail store design and environment were analyzed in connection with the customer-based brand equity model. This original association will offer the services companies’ new perspectives on how to leverage brand image.