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For CMO Professionals

Big-Box Retailers Must Be Trusted And Essential To Build Their Brand

Technographics® TRUE Brand Compass: Big-Box Retail

October 23, 2013

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Why Read This Report

Forrester's research shows that consumers demand more from brands in the 21st century. Marketers across all consumer industries now have a steeper hill to climb to earn brand preference, referral, and a willingness to pay a premium price. In big-box retail, establishing a strong brand will become even more critical as consumers benefit from more online and offline retail choices and do more research of both products and retailers before making a purchase. This report analyzes Forrester's new Consumer Technographics® TRUE brand compass data to determine which big-box retail brands and their online-only counterparts are positioned to win the battle for consumer mindshare as well as which aspects of a TRUE brand — being trusted, remarkable, unmistakable, and essential (TRUE) — drive that leadership.

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Table of Contents

  • Marketers Require New Metrics That Capture Brand Resonance
  • Leading Big-Box Retail Brands Must Be Trusted And Essential
  • Amazon, Lowe's, And Home Depot Are True Brand Leaders

  • Sync The Brand With Customer Experience To Build A TRUE Retail Brand
  • Supplemental Material
  • Related Research Documents