I've been thinking for some time that Home Brand has one of the best pieces of branding going round. It may not be attractive or particularly stylish, but it is consistent and effective. Every single items is branded in exactly the same way, with clear and concise labels. In addition, it stands out from every other item on the shelf because of its ample whitespace. While other brands may be concerned with getting their product to look fresh or tasty, Home Brand has been freed from that need.
Woolworths have acknowledged their customer base—someone whose looking for basic ingredients, and, according to their own advertisment, doesn't want to pay for fancy packaging. But I wonder at how effective their attempt to increase market share will be—people who are recquired to buy Home Brand do so out of need, not choice.
Home Branding
In what is undoubtedly a response to the recession, Australian groceries giant Woolworths has recently started advertising its cheaper in house brand, Home Brand. It appears as though the campaign is trying to counter a general perception of it being cheap and, as a result, low quality.
I've been thinking for some time that Home Brand has one of the best pieces of branding going round. It may not be attractive or particularly stylish, but it is consistent and effective. Every single items is branded in exactly the same way, with clear and concise labels. In addition, it stands out from every other item on the shelf because of its ample whitespace. While other brands may be concerned with getting their product to look fresh or tasty, Home Brand has been freed from that need.
Woolworths have acknowledged their customer base—someone whose looking for basic ingredients, and, according to their own advertisment, doesn't want to pay for fancy packaging. But I wonder at how effective their attempt to increase market share will be—people who are recquired to buy Home Brand do so out of need, not choice.
I've been thinking for some time that Home Brand has one of the best pieces of branding going round. It may not be attractive or particularly stylish, but it is consistent and effective. Every single items is branded in exactly the same way, with clear and concise labels. In addition, it stands out from every other item on the shelf because of its ample whitespace. While other brands may be concerned with getting their product to look fresh or tasty, Home Brand has been freed from that need.
Woolworths have acknowledged their customer base—someone whose looking for basic ingredients, and, according to their own advertisment, doesn't want to pay for fancy packaging. But I wonder at how effective their attempt to increase market share will be—people who are recquired to buy Home Brand do so out of need, not choice.
