The purpose of having people remember the brand name and have positive associations with that brand is to make their product selection easier and enhance the value and satisfaction they get from the product.
The first store examined, being Worldwide Appliances at Glendale, would be categorized as a "premium home electrical and appliance store... displayed 300 characters
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This branding diversification allows Worldwide to compete for multiple niche markets.
Levy and Weitz (2004) classify the retail concept as "a management orientation which is aimed towards determining the needs of the retailer's target market and directing the firm to satisfying those needs" When considering the retail concept that Worldwide Appliances have adopted, it has created a mixed or unique concept that has been well absorbed by consumers... displayed 300 characters
