Retail supermarket co-operative in the UK have allocated £2 billion to spend on re-establishing their brand.  The Co-Op’s principal face is currently that of a food retailer they are  looking at creating one strong voice to reinforce that they are now on a par with other  retail outlets in the UK and that they have invested time and money in improving their  efficiency, the selection of goods and the level of service on offer.

According to Mr Marks Chief Executive of The Co-operative Group, The Co-op now only has less than 5 per cent market share, compared to the 25% market share that they had back in the 1960’s.  Mr Marks also confirmed that The Co-op has realised the importance of gaining a greater foot hold and in order to increase its market share knows that it needs to have ‘one strong voice.’

The Co-Operatives brand communications and brand marketing inititaives all need to align to their core brand essence and brand values if they want to increase market share.  They need to examine their organisational brand (corproate brand) and ensure that their vision, culture and image from both an internal and external stakeholder perspective are all aligned and that they are communictaing one message with one voice.