Waitrose researches brand identity

Waitrose is in the throes of a research programme into its brand identity, Design Week can reveal.

‘We have done an extensive amount of analysis of the Waitrose corporate identity following our ad campaign,’ a spokesman for the supermarket confirms.

Waitrose embarked on its first television campaign, backed by a £2.5m spend, in May.

‘We are doing qualitative and quantitative analysis of the Waitrose brand identity,’ adds the spokesman.

Industry sources indicate that Waitrose is close to agreeing an update of its identity. Yet the spokesman denies that the programme will lead to a revamp of the brand identity.

‘There are no plans to relaunch the corporate identity,’ he says.

Waitrose is part of the John Lewis Partnership, which called in Pentagram to conduct an audit of the department store’s brand identity in November last year (DW 3 November 2000).

John Lewis’ updated corporate identity made its debut at the retailer’s Reading store in September (DW 13 September).

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