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.

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