Key concerns for supermarkets in ensuring the success of their home branding strategies
Since the middle of the last century, the concept of branding has become more and more influential in marketing. Brands rather than companies have turned out to be the greatest competitors in the market since consumers can easily identify them as compared to company name (Leading Edge, 2008). Due to the increasing competition in the market, companies have found it necessary to brand their products in order to have an identity in the market. Like companies, supermarkets have come up with branding strategies to create their own identity the market. This is marketing strategy aimed marketing the supermarket. There are four critical areas where supermarkets have concentrated on to ensure their success of their home branding strategies.