UK Business

How supermarkets are changing their branding to make you think they’re cheaper

Written by Melisa Mete, Lecturer in Marketing, Henley Business School, University of Reading

Discounters have long copied more established brands – but now it's working the other way too.Tesco

UK shoppers have specific preferences when it comes to their favourite supermarkets. M&S was voted as the best in a recent survey, followed closely by German discounter Aldi (Waitrose, Tesco and Sainsbury’s were next). Aldi’s...

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