 Continuing Education and Motherhood: A Conceptual Model of Commercial Branding in Retail: From Brand Identity to a Measurable Monetary EffectInna Grechina
Post-Print from HAL Abstract: The study is oriented toward developing and providing a theoretical rationale for a conceptual model of commercial branding for retail trade that enables a logically coherent transition from constructing the core of brand identity to obtaining measurable and verifiable financial outcomes under conditions of market variability. The scholarly and practical significance of the research is determined by the need to rethink and adapt traditional marketing instruments to the logic of the Industry 5.0 economy, within which branding ceases to be treated primarily as an operating line item and acquires the status of a strategic investment asset capable of shaping long-term business value. An in-depth analysis is conducted of current transformations in retail, including the development of hyper-personalization, the integration of generative artificial intelligence into processes of consumer interaction, and managerial shifts toward human-centered models for evaluating effectiveness. Methodologically, the study relies on a systematic review of representative sources, including publications indexed in Scopus and Web of Science, as well as on the application of the Design Science Research approach, used to substantiate the Brand Identity Canvas (BIC) model as a project-analytical instrument for formalizing identity and subsequently linking its parameters to economic metrics. Within the completed work, a direct relationship is established between balanced investment in brand capital and shareholder value dynamics: organizations that maintain a 60/40 proportion when allocating budgets between branding and sales activation demonstrate asset value growth at a level of 72% over a five-year horizon. In addition, the industry specificity of DIY retail is emphasized using the material of global market leaders, which allows a more precise interpretation of the mechanisms of brand capitalization in a segment characterized by high competitive density and a significant role of assortment, service, and trust. The results obtained create a foundation for developing applied recommendations on implementing analytical platforms designed to monitor Customer Lifetime Value (CLV) and to manage reputational risks as factors that directly affect financial resilience and brand value. The conclusions presented have applied value for leaders of retail chains, marketing analysts, and strategic development specialists interested in increasing business capitalization through the instruments of commercial branding. Keywords: branding ROI; retail analytics; DIY strategy; Industry 5.0; customer lifetime value; Brand Identity Canvas; financial performance; retail trade; brand identity; commercial branding (search for similar items in EconPapers) Published in Scientia. Technology, Science and Society, 2026, 3 (3), pp.110-120. ⟨10.59324/stss.2026.3(3).08⟩ There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05715285 DOI: 10.59324/stss.2026.3(3).08 Access Statistics for this paper More papers in Post-Print from HAL |
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