COP Practical: Store Interior Visual Research

The following images represent the market direction that the new Morrisons brand could take if developed further into the full brand identity. Morrisons started as a market trader and currently try to reflect this in thier stores, however this image is not presented in an effective way and the supermarket seems the same as any other supermarket chain. To distinguish the brand the proposal would be to implement a store refit programme that demonstrates the brand essence and core identity through it. By analysing the brand as product concept defined by Aaker it can be identified that this brand extension would serve to influence brand image which is one of the key goals of the rebrand.