In the UK each supermarket brand holds a different position in the minds of consumers and being able to hold and maintain the correct position is essential for the Morrisons brand to survive. Currently Morrisons brand sits in the lower quality and mid-price quadrants, which for any retailer is not a desirable position to hold.
For the rebrand the goal is to move Morrisons perception from low-quality, mid-price to high-quality mid-priced which will give consumers a reason to shop with Morrisons. My argument is that the reason for Morrisons poor financial performance year on year is to do with the reality that currently Morrisons is not giving consumers a reason to shop with them and is offering no value proposition resulting in the brand being confused.
The Morrisons brand would benefit from an overhaul their offering and to give consumers a high-quality shopping experience at a reasonable price. Then select the correct tone of voice and brand identity to communicate these changes.
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