Coop Trading's Private Label Brands

How we helped Coop Trading develop Aspiring Brand DNAs and Compelling Core Stories. Strategisk branding konsulent. bedste til strategi i København. brandstrategi. Strategisk branding konsulent. bedste til strategi i København. brandstrategi.

Task

Coop Trading is the sourcing company for the biggest cooperative retail companies in Denmark, Finland, Norway and Sweden. Their main activity is sourcing of food and near food products, securing branded products at competitive prices, and developing and maintaining a varied assortment of competitive private-label products such as Coop, Änglamark and Xtra.

In the Autumn of 2022, Coop Trading approached us to develop a comprehensive brand architecture as well as aspiring Brand DNAs for their private label brands. The aim was to define the unique role of each brand in comparison to one another and their relation to the master brand, Coop.

Solution

To begin, we looked at the private label brands in the Nordic Coop portfolio and identified their positioning in relation to each other and the Master Brand, Coop. Some of the private label brands were local in each Nordic market, while others were shared Nordic Private Labels.

From here we crafted various brand architecture scenarios for Coop Trading, analyzing the advantages and disadvantages of each one in a collaborative workshop setting with the Nordic Coop team. Through this process, we successfully determined the ideal brand architecture for Coop Trading.

With the brand architecture established, we then proceeded to define the Brand DNA for the three shared brands in the Nordic Coop portfolio - Änglamark, Coop, and Extra. These Brand DNAs served as guiding principles for every employee at Coop Trading, aligning their actions and strategies with the core values and essence of each brand.

Our approach involved a shared Nordic Workshop, where we used our Brand DNA Wheel as a powerful tool to identify and articulate the unique attributes and values of each brand.

From the solidified Brand DNAs, we crafted three compelling core stories that breathed life into the essence of each brand, providing a clear direction and inspiration for all employees involved in the private label brands across the Nordic region.

Strategisk branding konsulent. bedste til strategi i København. brandstrategi. Strategisk branding konsulent. bedste til strategi i København. brandstrategi.