The Co-operative - a super brand to watch

15 September 2008

The Co-operative is featured in the 10th annual volume of Superbrands which identifies the country’s strongest brands and tells their story.

The brands featured in the prestigious coffee table publication qualify for inclusion based on the collective opinions of an independent and voluntary Superbrands Expert Council and more than 2,200 members of the British public.

The Co-operative is featured under the heading Brands to Watch which are described as: “Brands that have, through exceptional marketing and communications strategies, positioned themselves as significant challengers to established rivals.”

The commentary explains how The Co-operative is making a huge investment in the refitting and re-branding of its outlets as well as implementing brand standards to unite the family of businesses and deliver a consistently good customer experience.

Patrick Allen, Executive Director of Marketing, said: “To be recognised in this way shows how far The Co-operative brand has come in the past few years.

“The Group is currently in the midst of the largest re-branding exercise in UK corporate history. When the £1.5 billion investment is completed all of the Group’s outlets will be trading under “The Co-operative” banner.

“Our membership now stands at more than three million and the total share of profits dividend paid to members in June was  £38.1m compared to £19.6m the previous year.

“Inclusion in Superbrands shows that we can now compete with the best brands in the UK and that is before we launch a major press and TV campaign early next year to communicate our co-operative difference.”