{"id":2505,"date":"2016-06-21T13:36:33","date_gmt":"2016-06-21T13:36:33","guid":{"rendered":"http:\/\/www.thebrandingjournal.com\/?p=2505"},"modified":"2016-06-21T13:36:33","modified_gmt":"2016-06-21T13:36:33","slug":"will-the-co-ops-rebrand-give-them-back-their-number-one-spot-in-the-community","status":"publish","type":"post","link":"https:\/\/www.thebrandingjournal.com\/2016\/06\/will-the-co-ops-rebrand-give-them-back-their-number-one-spot-in-the-community\/","title":{"rendered":"Will the Co-op\u2019s rebrand give them back their number one spot in the community?"},"content":{"rendered":"

Large UK supermarket chain, the Co-op, is undergoing a major rebrand in a bid to remind people that \u201ccommunity\u201d is still at the heart of what they do.\u00a0 <\/strong><\/em><\/p>\n

But can a brand which has simply been seen to shrink and sell off some of their major assets buy back their customer loyalty with a new look?<\/p>\n

\"coop_rebrand_the_branding_journal_2\"<\/a><\/h1>\n

1) A history of community<\/h1>\n

The Co-op is steeped in history.\u00a0 It is one of the oldest establishments and names around, yet over the years it has diminished in both size and appearance.\u00a0 Over the years the Co-op have closed a number of their \u201csuper\u201d stores and went back to their heritage and their roots of providing their \u201ccommunities\u201d with fresh produce \u2013 becoming more convenient once again.<\/p>\n

So when a re-brand is announced everyone in the marketing world is interested to see to what extent \u2013 to play on community however, does this now show that there is a chance of the brand losing this element too, hence the drastic measure?<\/p>\n

2) Reason for change<\/h1>\n

The main focus has been to remind people that its membership is core to the business.\u00a0 Of course it is also there to help support their profits in what the Co-op are seeing as very testing times (an 81% drop in pre-tax profits was reported in 2015).<\/p>\n

They want to go back to where they started and show that they are set up to cater for their communities what-ever that may be.\u00a0\u00a0 In these uncertain times it\u2019s a smart move to go back to your roots, take stock of what you have, where you\u2019ve come from and what got you there.<\/p>\n

The Co-op are not taking this lightly either.\u00a0 They are embarking on a full rebrand which will see logos and designs change but also the company has committed to retraining its entire workforce on what has been reported in The Drum, on a \u201cback to being Co-op programme\u201d.<\/p>\n

3) Positioning strategy<\/h1>\n

Quoted in The Drum, Richard Pennycook, Chief Executive of the Co-op commented, “Big business is often accused of taking money out of communities \u2013 we are putting it back in as we champion a better way of doing business for our members and their communities\u201d.<\/p>\n

What the larger retailers are finding is that they\u2019re struggling to attract loyal customers, customers want fresh produce at reasonable prices and have been put off with the price wars, conflicts and confusion the larger stores have created amongst themselves and have instead opted for the simpler approach of Aldi and Lidl.<\/p>\n

This coupled with the Co-ops aggressive pricing strategy which they kick started last year \u2013 have they placed themselves in an ideal position to increase their profits quickly and regain consumer confidence in the brand?<\/p>\n

\"coop_rebrand_the_branding_journal_3\"<\/a><\/p>\n

4) Reclaiming what they lost<\/h1>\n

The grocery sector is a tough nut to crack, as currently the mind-set of consumers is that they will shop with whoever stocks the freshest and cheapest produce.\u00a0 And as the 4 major retailers all offer price comparisons consumers are free to jump from one to another with no emotional connection to any brand \u2013 no matter what their promises.<\/p>\n

For the Co-op it will be how they get their message out to consumers that will be of the utmost importance.<\/p>\n

\u201cIt\u2019s about getting back to what made it great. And therein lies the challenge. How many people will\u00a0recognise\u00a0it and remember Co-op\u2019s good old days? They\u2019re going to have to communicate that,\u201d said Simon\u00a0Hathway,\u00a0global\u00a0head of retail experience at Cheil\u00a0Worldwide.<\/p>\n

References: \u00a0<\/strong>The Drum
\n<\/a><\/em>Pictures from: \u00a0<\/em><\/strong>TheDrum.com,\u00a0ManchesterEveningNews.co.uk,\u00a0ItsNiceThat.com<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"Large UK supermarket chain, the Co-op, is undergoing a major rebrand in a bid to remind people that…\n","protected":false},"author":15,"featured_media":2508,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"Will the Co-op\u2019s rebrand give them back their #1 spot in the community?","_seopress_titles_desc":"Large UK supermarket chain, the Co-op, is undergoing a major rebrand in a bid to remind people that \u201ccommunity\u201d is still at the heart of what they do.","_seopress_robots_index":"","om_disable_all_campaigns":false,"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","footnotes":""},"categories":[4],"tags":[587,533,18,189],"ppma_author":[757],"class_list":{"0":"post-2505","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-news","8":"tag-co-op","9":"tag-community","10":"tag-positioning","11":"tag-rebrand","12":"cs-entry","13":"cs-video-wrap"},"taxonomy_info":{"category":[{"value":4,"label":"News"}],"post_tag":[{"value":587,"label":"co-op"},{"value":533,"label":"community"},{"value":18,"label":"positioning"},{"value":189,"label":"rebrand"}]},"featured_image_src_large":["https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/06\/coop_rebrand_the_branding_journal_1.jpg",634,317,false],"author_info":{"display_name":"Amanda Wright","author_link":"https:\/\/www.thebrandingjournal.com\/author\/amanda-w\/"},"comment_info":0,"category_info":[{"term_id":4,"name":"News","slug":"news","term_group":0,"term_taxonomy_id":4,"taxonomy":"category","description":"","parent":0,"count":95,"filter":"raw","cat_ID":4,"category_count":95,"category_description":"","cat_name":"News","category_nicename":"news","category_parent":0}],"tag_info":[{"term_id":587,"name":"co-op","slug":"co-op","term_group":0,"term_taxonomy_id":587,"taxonomy":"post_tag","description":"","parent":0,"count":1,"filter":"raw"},{"term_id":533,"name":"community","slug":"community","term_group":0,"term_taxonomy_id":533,"taxonomy":"post_tag","description":"","parent":0,"count":2,"filter":"raw"},{"term_id":18,"name":"positioning","slug":"positioning","term_group":0,"term_taxonomy_id":18,"taxonomy":"post_tag","description":"","parent":0,"count":3,"filter":"raw"},{"term_id":189,"name":"rebrand","slug":"rebrand","term_group":0,"term_taxonomy_id":189,"taxonomy":"post_tag","description":"","parent":0,"count":21,"filter":"raw"}],"authors":[{"term_id":757,"user_id":15,"is_guest":0,"slug":"amanda-w","display_name":"Amanda Wright","avatar_url":"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2019\/10\/Amanda-W.jpg","0":null,"1":"","2":"","3":"","4":"","5":"","6":"","7":"","8":""}],"_links":{"self":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts\/2505","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/comments?post=2505"}],"version-history":[{"count":5,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts\/2505\/revisions"}],"predecessor-version":[{"id":2539,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts\/2505\/revisions\/2539"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/media\/2508"}],"wp:attachment":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/media?parent=2505"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/categories?post=2505"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/tags?post=2505"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/ppma_author?post=2505"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}