The components of a firms image
... components of a firm's image are its target-market characteristics, retail positioning, store location, merchandise assortment, price levels, physical facilities, customer services, mass advertising and publicity, personal selling, and sales promotion. The retail strategy gives the retail firm its overall direction.
Retail Positioning creates an image in the consumer's mind relative to competitors by developing and emphasizing unique benefits. The act of positioning is a core element of a successful marketing strategy. The goal is to manufacture product differentiation where no inherent distinctions exist. Retail positioning creates a value of "who you are" in the market.