date:Aug 27, 2013
motional brand experience. At present this resonates with China's burgeoning urban middle class shopper.
Such repositioning should have guided Tesco's China strategy. Such an emotional offering creates greater brand meaning and loyalty and also reduced dependence on prime location. People are far more likely to seek out more exclusive, emotional offerings.
Indeed Tesco need look no further than its British stronghold, where the niche, premium retailer brand Waitrose occupies just the position