Construcción de una marca retail a partir de una marca producto. Casos Barbarian y Miss Cupcakes

Abstract

The brand manager that has a product and, after a long time in the market, decides to develop a retail space based on its own product, leads a peculiar process of brand creation. This process is the object of study of this research: creating a retail brand out of a product brand. The cupcakes shop Miss Cupcakes and the restaurant-bar Barbarian are taken as two case studies. Both Lima-based enterprises started their operations with a product-only brand and, for different reasons; they saw the need to open their own retail store. Both owners are quickly forced to make decisions about how to adapt their brand to a multisensory space such as retail.