Asda take on Walmart’s brand identity

Published on: 20th February 2015

Asda has announced that it will refresh its branding and change its slogan to closer replicate its parent company,

The supermarket will adopt Walmart’s “Save Money, Live Better” slogan while also taking up the US retail giant’s logo.

Over recent years, Asda has taken on more of Walmart’s business practices, including becoming the first UK supermarket to adopt the in-store Black Friday sales event.

The branding changes will roll out across Asda’s stores in a £600m investment over the next two years. There will be 17 new store openings and 62 stores will undergo a major remodel. There will also be 150 new click and collect sites and 36 petrol station convenience stores.

The rebranding news comes shortly after it was revealed that in the 12 weeks to 4th January, the supermarket’s sales slumped 2.6% year-on-year. That led to sales for the whole year falling 1%.

Asda’s chief executive Andy Clarke commented: “Although there has been a number of opportunities for a refresh, we’ve not touched the brand since 2002 and we’ve now seen the opportunity to make changes to the way it looks, which is a natural fit as it will boost connectivity with Walmart. This isn’t about trying to bring in another type of customer or to change Asda, which is still very much a loved British brand, into Walmart. Quite simply, the timing just makes sense.”


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