The ION Brand
More Than A Mall
A shopping mall can be defined as an “agglomeration or group of different stores offering various brands, products or services at one place”. It is an enclosed area that hosts many shops, and companies can lease or buy these shops to set up their own stores (MBA Skool, 2017).
ION at its very core is without a doubt, a shopping mall. It coins itself the "centre of gravity" in the retail scene, and brings together the world’s best loved brands for their flagship, concept and lifestyle stores within one development (ION Orchard, 2016). In fact, our survey shows that ION ranks 2nd behind Marina Bay Sands, but in front of Suntec City, Ngee Ann City, and Lucky Plaza.
However, more than a mall, ION is a brand. Its name conjures an image of exclusivity and futurism. It resonates a high level of energy, dynamism and magnetism; characteristics of an ion, an electrically charged particle (Lim, 2007).
Having a brand clearly distinguishes ION from other malls. Since ION houses shops that every other mall has, it is important to have a distinct branding that sets them apart. Since their opening, they have built their brand through “beyond shopping” experiences, modern architecture and design, and the extreme diversity in brands they host (i.e. Daiso and Cartier).
Implications: Security
As with every brand, there needs to be brand management. Strict measures are taken to uphold the ION name so that the mall is perceived positively by the public.
For example, compared to lesser known malls, ION is highly securitized and any act that might potentially tarnish the image of
ION is immediately suppressed.
From experience, filming within the ION compound posed a challenge because
the staff kept a close eye on shoppers.
Our filming was terminated when we were taking videos in front of concierge desks with the ION logo, and we were informed that a license from
the management was required if we wanted to continue filming. This is because the use of the ION name has to be closely regulated to ensure
its pristine.
With a well-kept, untarnished image, companies will be more attracted to set up their shops in ION. Ultimately, there is a codependent relationship between ION and its shops, and upholding its brand name is an important component of success in maintaining B2B relationships. After all, what’s a mall without its shops?
Implications: Crowd And Shopping Behaviour
The ION brand is one that is premium, and elite. While
the mall hosts shops that cater to a wide demographic, it still lies on the more luxurious end of the retail spectrum with its high-street and luxury brands, compared to many
other malls. This will naturally draw a crowd with a certain spending capacity because as illustrated in our video,
even the most common items have a larger than average
price tag.
For example, while malls like Bukit Panjang Plaza may host car roadshows for brands like Renault and Honda, ION hosts car brands like Rolls Royce, Porsche and Land Rover. That in itself is enough to suggest the mall’s status and place in the retail landscape.
As a result of this ION Orchard branding, people feel certain obligations when they visit the mall.
For example, through our quantitative research, we found that 62.3% of our participants feel the need to dress more presentably when they visit ION.
Also, while ION does not draw a very niche crowd, the different levels are clearly catered to demographics of different spending powers.