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The National Farmers Union has asked Trading Standards to investigate Tesco over brands named after fictional farms, on the grounds that consumers believe they are exclusively UK-sourced. An adverse ruling would hurt its ability to compete with Aldi's private label brands.
The best way to understand Tesco and the state of its business is to ignore the analysts and just watch what it does with its private labels. I say that because…
How own-label brands are dialling up desirability
Mark Ritson: Brand equity must drive communications
Tesco Claims Its 'relentless Focus' On Value Is Paying Off, 53% OFF
Ritson on brand: I'm not lovin' it
Book
Euro Weekly News - Costa Blanca North 20 - 26 June 2019 Issue 1772 by Euro Weekly News Media S.A. - Issuu
Secret Marketer: Ideas are the easy bit - it's implementation
Off Kilter — Invencion: Strategic brand innovation
ICYMI - thinkTV
Mark Ritson Brand Growth Digital 2020
Why CMOs aren't always the best brand guardians
Morrisons reignites row over 'misleading' farm brands with ban
Strategy Sessions Podcast, Mark Ritson
Artists can revolutionise brands
