Branding Research
Asda and Waitrose are two very different companies, they both sell food but there target market is very different. A family shop up at Waitrose will set you back £200+ when a shop up with the same equivalent food at Asda will cost you about £80. The reason you pay more at waitrose is the better quality of food and the better overall shopping experience. Although at Asda you can buy exactly the same branded products for half the price of Waitrose.
One can tell that Waitrose is a more upper class supermarket before you even go in the stores from there Logos. The Waitrose logo is very clean cut and smart. The clean font gives a minimal expensive feel that appeals to its upperclass market. There are no tacky strap lines on the logo like 'every little helps' or 'saving you money every day.' The only other element to the logo appart from the name itself is the HM the Queen's logo which shows she or most likely her palace department has brought food there from the past. This is obviously a very smart thing to have associated with the label.
With Asda though they cut straight to the chase about being cheep and cheerful. The strap line 'saving you money everyday' sits beneath the logo almost bigger than the word Asda itself. They really want to show people that Asda is cheap and you get value for your money. When you look at the Asda word the font brings images of cheapness, no style just block plain and simple.
One can tell that Waitrose is a more upper class supermarket before you even go in the stores from there Logos. The Waitrose logo is very clean cut and smart. The clean font gives a minimal expensive feel that appeals to its upperclass market. There are no tacky strap lines on the logo like 'every little helps' or 'saving you money every day.' The only other element to the logo appart from the name itself is the HM the Queen's logo which shows she or most likely her palace department has brought food there from the past. This is obviously a very smart thing to have associated with the label.
With Asda though they cut straight to the chase about being cheep and cheerful. The strap line 'saving you money everyday' sits beneath the logo almost bigger than the word Asda itself. They really want to show people that Asda is cheap and you get value for your money. When you look at the Asda word the font brings images of cheapness, no style just block plain and simple.
Inside the shop is also a different experience, waitrose is very smart and clean. All the staff wear neat striped grey and green aprons like a traditional butcher when in Asda the staff wear a cheap blue polo shirt.
One can also look at the colours as well. Waitrose use a very smart dark green for there logo. This colour associates ones mind with the smart countryside, shooting and Barbour. Asda have chosen a much cheaper tackier green that looks much less smart and more synthetic. This colour makes ones mind think 'cheap'
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