A brand is typically perceived through its name, logo, slogan, image, colors, symbols etc. Brands have the potential to create a loyal consumer base. Initially, brand image was created through logos, taglines, color combination etc. but these days the ambience in a store plays a vital role in creating a brand image in the minds of the consumers.
The brand ZARA revolves around the theme of black. A colorful ZARA store is beyond imagination because the ambience has created a distinguishing relation between consumers and the brand. The teal green and white ambience, a peaceful theme within the stores of Himalaya is another distinguishing ambience. Even by seeing the color combinations without the actual logo of Himalaya one would be able to immediately connect to the brand. These stores are designed with themes which create a connection with the consumers. So also, Dove which has a very peaceful ambience of white and the store having the image of Dove representing the peaceful ambience is more than enough to draw nexus between the trade ambience and the brand. One cannot imagine a Dove store being red, yellow or black in color. This is the impact of the ambience that has got created in the minds of the people.
Thus, a customer may not require any product in such stores or a logo to be placed at the entrance of the store but the ambience in the stores of such brand is more than sufficient to equate it to the brand. This role played by the ambience is a form of non-conventional outlook towards the brand image that gets created in the minds of the consumers and is known as trade ambience.
