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Countdown supermarkets to rebrand back to Woolworths
(www.stuff.co.nz)
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this post was submitted on 17 Jul 2023
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Rebranding has got to be the biggest waste of money.
They would not do it if they didn't think it could save them more money than it costs.
Yeah, but that will be based on some funky valuations of "brand" and "mindshare" that someone has pulled out of their ass.
Most likely that is involved. But I'd guess there are some significant savings to be made if they can streamline their storebrand products to use the one brand, reuse the same ads in NZ & Oz, etc.
Don't forget their accounting will include some amount of goodwill of their various brands.
There are data-driven marketers but they are few and far between.