In-store brands are sometimes associated as being the less-than option, but the new product branding of Tesco items look to change this. The new provenance-inspired brands use fictional farm names to help link a product with a certain idea or ideal. This new branding effort, although questioned by some, identifies the brand's increased effort to revamp the value products.
Many different consumers are shifting their focus from being brand-driven, to more lax and focused on value. Generic in-store product branding is becoming more attune to this shift, as seen here with Tesco, to offer consumers a high-quality alternative that's cost-effective.
The rising cost of food on a global scale could see more consumers shifting towards value brands as a way to cut savings.
Farm-Inspired Product Branding
The New Tesco Farm Brands Take a Provenance-Style Approach
Trend Themes
1. Provenance-inspired Branding - Create provenance-inspired branding that uses fictional farm names to link a product with a certain idea or ideal.
2. Value-driven Consumerism - More consumers are shifting their focus from being brand-driven to being more focused on value, creating an opportunity to offer a high-quality and cost-effective alternative.
3. Generic Product Branding - Generic product branding is becoming more prevalent as an alternative to brand-driven consumerism.
Industry Implications
1. Retail - Retailers could benefit from creating their own provenance-inspired brands to compete with established brands.
2. Food and Agriculture - The rising cost of food on a global scale could create an opportunity for the food and agriculture industry to invest in value brands to cater to cost-conscious consumers.
3. Marketing and Advertising - Marketing and advertising agencies could help retailers and manufacturers create and market their own provenance-inspired brands to appeal to more value-driven consumers.