Branded to Fit Her Style

Branding Means Knowing Your Customer

Newport News began a renewed focus on brand in 2001. Of the importance of branding, Madonna asserts, “It’s the key role in any retail business—across every channel. It defines your uniqueness to the customer. What’s your point of differentiation?” She believes brand is defined through a combination of, “the type of store you operate, how you merchandise the product, and the product itself.”