- Index hide
Rebranding means a strategy that aims to produce significant changes in the perception that the target audience has of a brand and the corresponding company.
According to data from various studies, 95 percent of human behavior is unconscious, which is why most consumer purchases are guided by their emotions.
Internet users also criticized the color used by Walmart Express and argued that they had the same confusion explained by the tweeter.
The image or rebranding that a brand shows to its consumers can be of great importance, Well, thanks to this, customers can change their perspective or opinion towards the company.
According to marketers rebranding means a strategy that aims to produce significant changes in the perception that the target audience has of a brand and the corresponding company. In this sense, this renewal implies significant aspects such as, the logo, the message, the typography, the colors or even the name.
We must also understand that a rebranding is very different from a redesign for aesthetic purposes in a brand, since this is motivated by a strategic change in the business, such as a new administration, product update, renewal of its philosophy, a new marketing direction, the acquisition of the brand through a new company, among other reasons can influence.
According to data from various studies, 95 percent of human behavior is unconscious, which is why most consumer purchases are guided by their emotions. Also, research reveals that brands that are currently in the market and offer value and have a strong emotional response, increase their sales and customer loyalty by 20 to 200 percent.
Consumer explains why he misses Superama
This is the case of a consumer who shared on the social network Twitter that he misses the “Superama” brand (belonging to Walmart). and opened the debate on the digital platform about the importance of brand rebranding today.
The tweeter identified with the user @ExaArq shared two images with his digital community, where the first is the facade of the Superama brand, which was a self-service store that was originally owned by the company Almacenes Aurrerá; later from its successor, Grupo Cifra and currently from the Mexican subsidiary of the US corporate Walmart. While the second image of the Internet user is the new facade with the rebranding that Walmart carried out so that “Walmart Express” was born.
“I really miss the colors of Superama”, narrates the consumer in his tweet.
I really miss the colors of the Superama, the main color of @walmart_express it is an ugly ugly “chingapupila green”. 😵💫 pic.twitter.com/wKsn7tWCel
— Exa (@ExaArq) January 30, 2022
In this sense, the client continues to detail in a second tweet that he understands why they chose the new color (apple green) used by the brand for the Walmart Express, that their purpose is to capture the attention of consumers, but in his opinion it is the least it does since there are currently other supermarket brands such as La Comer y Fresko already use the colors long before the American company.
I know that this green works so that from a distance the building tells you “LOOK AT ME I AM YOUR SUPER”.
But if both LaComer, Fresko and Walmart have this chingapupila green, the one that I will least remember with the color is the Walmart Etsprets brand. With the Superama I related it directly.🟤🟦🤔 pic.twitter.com/6QmcbJkH5e
— Exa (@ExaArq) January 30, 2022
In a third publication on his Twitter account, the Internet user compared the rebranding of the most important store in the United States and Mexico, with that carried out in the past by companies like Bancomer when it was unified with BBVA, with Serfín with Santander, and with Banamex with CitiBanamex.
All of this is a personal opinion and that is what happened to us when Bancomer merged with BBVA, and with Serfín with Santander, and with Banamex with CitiBanamex, which in the end we related to color.
Although the latter had the most expensive and useless rebranding in history. 😅 #SaturdayThoughts pic.twitter.com/7ma6pQprXI
— Exa (@ExaArq) January 30, 2022
The publication that is from January 29, opened the debate before the digital pulse. Other Internet users also criticized the color used by Walmart Express and argued that they had the same confusion explained by the tweeter. “Now the Walmart Express is confused with LaComer / Fresko, I feel like they lost their identity,” says one of the comments.
While other Internet users shared their marketing knowledge and explained that this change was a rebranding of the American brand by wanting to convey other objectives for the company: “Superama was designed for the upper and upper middle class. @WalmartMexico no longer wanted to continue competing in that market. and they opted for a smaller Walmart, leaving the field open to @LaComerOficial, City Market, Fresko and Chedraui Selecto, which have very elegant stores.”
You can also read:
Tiktoker shows how to break social prejudice in the construction industry
He buys a bag of Flamin Hot Mix and can’t find his Ruffles; accuses “false advertising”
OPPO celebrates Maluma’s birthday by lighting up the CDMX World Trade Center