91视频地址下载

Asda have announced that they are changing their value range name from 鈥淪mart Price鈥� to 鈥淛ust Essentials鈥� - a name some have deemed precariously close to Waitrose鈥檚 value range: 鈥淓ssentials鈥�.

their new range will be aimed at consumers who are interested in 鈥渉ealthy and nutritious food with lowest prices and larger and more diverse range of great value products鈥�. Waitrose says their range has 鈥渂uilt up a strong reputation for value, quality and higher welfare standards鈥�.

Retailers often choose to copy the presentation of established brands, such as similar packaging shape and colouring, design elements and names so their brand can piggyback off the image of the established brand. Consumers spend a relatively short time grocery shopping, and they rely on external or superficial cues to help them make their decisions about what to buy. Retailer brands often copy established brands鈥� features to signal a 鈥渜uality鈥� image to shoppers.

Within the retailing world, this is not a new practice. Take the example of Aldi and Lidl. The Marks & Spencer鈥檚 Colin the caterpillar vs. Aldi鈥檚 Cuthbert the caterpillar made headlines, as did the Sarson鈥檚 Malt Vinegar vs. Lidl鈥檚 Samson Malt Vinegar. Similarly, though Asda already positions itself for the budget shopper, they might aim to establish 鈥渁n image for quality鈥� via using a similar product range name, such as Waitrose鈥檚 established range name 鈥淓ssentials鈥�.

But is this practice effectively stealing a brand identity? Some shoppers might look down on the imitator as a copycat, particularly if the copied body convinces the public and takes legal action where possible. Sometimes, though, consumers might also find the retailers who 鈥渃opy鈥� as acting in the interests of the shopper.

Another issue here is the moral one: shoppers may question the values of the retailer due to these misrepresentations. They might perceive this as unethical and inauthentic. There are clearly financial benefits to the customers, but particularly younger generations, such as Millennials and Gen Z, are .

Millennial and Gen Z consumers expect transparency, authenticity, and honesty from brands. These younger shoppers make up more of the population than the two prior generations combined. They are much more driven by the customised customer service and communications compared with the approach Asda has adopted in this latest incident.

But perhaps not all is lost: Asda can learn from Aldi with their which engages not only their consumers, but also the general public, leading to not only a 鈥渇un鈥� brand but also a well-known brand image of high quality with low prices.