Visual Branding in a Multiple‐Media World

Abstract

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.