Learning Branding by Studying Great Brands
I often find that the most insightful lessons come from companies that challenge the status quo. ALDI is a prime example of a brand that has rewritten the rules of grocery retail, and my "ALDI Brand Report Card" paper dives deep into its unconventional success.
01 — The Brand Report Card
Measuring Brand Equity
A Brand Report Card is a systematic method, conceptualized by Kevin Lane Keller, used to measure brand equity by analytically examining a company's strengths and weaknesses. It's not merely about sales figures, but about the value consumers perceive from the brand name itself. This framework helps identify areas for improvement and competitive advantages by comparing a brand's performance across various characteristics.
02 — Competitive Analysis
Using the Brand Report Card to compare the ALDI brand with that of the mega-brand Walmart, we begin to see what makes ALDI stand out as a brand and how the company has been able to carve out a competitive niche for itself; developing almost a cult-like fanbase of customers and advocates.