The document discusses the Co-operative Group's brand architecture and reasons for developing a unified brand identity. It notes that the Group has over 5,000 outlets, 120,000 employees, and £13.7 billion in sales in 2009. The objectives are to get the 7 million households that trade with one Co-operative business to trade with multiple businesses, and to shift public perception of the brand from "dusty" and "tired" to modern and innovative. Developing a consistent brand identity across all Co-operative businesses will strengthen customer recognition of the family of businesses.

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Brand Architecture
Kristian Mills
Head of Brand Governance & Standards
The Co-operative Group
21st October, 2010

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We have over 5,000 outlets across the UK
and 120,000 employees and have been
serving Britain for over 165 years
2009 Performance
Group sales of £13.7bn, up 31%
Group operating profit of £473m, up 20%
Brand value of £2.88bn
Third successive year of double digit growth
in Group sales and profits
The Co-operative Group

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The Co-operative Group
2009 Highlights
Acquisition of Somerfield to become the UK’s fifth largest food
retailer
Merger with Britannia Building society to become the UK’s first
super mutual
Launch of the largest marketing campaign in the Group’s history
Over 1,000 branches rebranded bringing the total rebranded to
3,600 branches
£11.3m invested in communities
£6.7m raised for charity
Responsible Retailer of the year for the third year running

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Why are we doing this?
Our objective was set out by the
Co-operative Commission in 2001 –
‘to develop a common national branding
approach for the Co-operative Movement’

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Why do we need a new brand?
• In 2000, there were over 7 million households trading with Co-
operative businesses. But they tended to trade with just one of
our businesses. We want them to trade with more of our
businesses.
• A new brand will give a consistent identity across all our
businesses making them identifiable as a part of the co-
operative family. The links between the individual businesses
will then become more obvious.

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To shift public perception
• From “dusty” and “tired” to an innovative, modern, forward-thinking
organisation
“A bit dusty…closing down…struggling as a business”
“A bit Grace Brothers, in a time-warp”
“Lost its way”
Quotations from consumer research conducted in 2004
• When people know what we do the find it highly motivating
• The first supermarket to use 100% degradable carrier bags
• The bank that has turned down over £1bn of business on ethical grounds.
• Founded over 165 years ago
• Owned by our members
“Why on earth didn’t you tell us this before?”
Quotation from consumer research conducted in 2004

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Numerous logos
The cloverleaf has only been around in use for around 40 years and we don’t
even always use it

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To strengthen customer recognition

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Brand identity

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Brand identity

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Brand identity

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Unified brand - family of businesses

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Brand media campaigns

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Social Goals Campaigns

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The Co-operative membership

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