What's in a name?

Asda's new "Just Essentials" branding has raised some eyebrows for being similar to rival supermarket Waitrose's value range, Essentials. Branding expert Dr Melisa Mete takes a look in Leading Insights.

UK supermarket Asda have announced that they are changing their value range name from “Smart Price” to “Just Essentials” - a name some have deemed precariously close to Waitrose’s value range: “Essentials”.

Asda says their new range will be aimed at consumers who are interested in “healthy and nutritious food with lowest prices and larger and more diverse range of great value products”. Waitrose says their range has “built up a strong reputation for value, quality and higher welfare standards”.

Retailers often choose to copy the presentation of established brands, such as similar packaging shape and colouring, design elements and names so their brand can piggyback off the image of the established brand. Consumers spend a relatively short time grocery shopping, and they rely on external or superficial cues to help them make their decisions about what to buy. Retailer brands often copy established brands’ features to signal a “quality” image to shoppers.