A successful branding strategy in the retail industry has been that of the managing the store image to reflect the image of the brand. Store image management takes the form of providing the customers with high levels of customer satisfaction through an experiential based service offering which includes store environment and layout. “Retailers are refining the flagship brand store into new forms such as the themed retail brand store. This new form not only promotes a more engaging experience of the brand’s essence but also satisfies consumers looking for entertainment alongside their shopping. There are four main categories of themes.
First is the landscape theme, which employs images of nature, Earth, animals and the physical body. Second is the marketscape theme; third, cyberscape theme; and fourth, mindscape theme.” (Kozinets et al, 2002) The perceptions of the customers can be greatly influenced by a favourable store image. The retail store also provides the retailer with a place where the company can target its customers and promote its own brands. “Branding can be especially important in the retailing industry to influence customer perceptions and drive store choice and loyalty” (Ailawadi & Keller, 2004). The retailers can also increase the value of their brand by managing their vendors and limiting the role of the vendors pertaining to in store marketing. (Henderson & Mihas, 2000) The image of the brand needs to be reflected in store and the atmosphere presented to the customers as it increases the value of the brand.