Experience Branding: A Review on Chatswood Chase - Essay Example

 Branding becomes even more critical, when the competition is neck to neck, or when a new product is hitting the market. A brand name provides a personality to a product, makes it popular, ensures a long term success, against a host of other tools like sales promotion, aggressive distribution etc, which can prove to be useful for the short term.Chatswood Chase is one of the brands that have all the hallmarks of being a successful brand. It came into the picture in 1983. It is located beside the North Shore in Willoughby Council, Sydney.

One can access the center by car or a bus. It is not accessible for wheelchairs and the nearest accessible station is St Leonards, whereas buses operate on the routes 136, 143 and 144. Carparks are located on each level adjacent to the center and there is a lift for each and every level. The center is a High-end shopping mall and there is a very obvious point of differentiation, which certainly exists in the perception of customers. The center is highly respected and looked up to by its customers and customers can shop with ease because of the milieu of the mall.

The center is relaxing with not a huge footfall and is always spick and span. Customers are quite satisfied with the parking facilities as well, which is something rare to find. So the center caters to the needs of that section of society which wants to be away from crowded and busy places, so it predominantly attracts older generation crowd, mostly older females. The center's location is particularly suitable for a huge retail market in the area, which constitutes a huge population of around 420,000 people, which makes it a top center in terms of the total trade area.

The trade area advantage continues because of the fact that above 80 percent of customers stay within the trade area. It also caters to the local workforce of Chatswood CBA as 9 percent of customers work in CBA and 80 percent of these live in the trade area.