date:Aug 27, 2013
o's Chinese name le gou, translates to happy shopping. A reasonable attempt at positive brand association but which lacks the cultural fit and emotional resonance of Carrefour's jia le fu meaning happy family. Carrefour has quite deliberately avoided the shopping association in favor of the family association, so central to Chinese culture.
However, on a more strategic level, Tesco appear to have neglected any consideration of brand positioning or repositioning. With established and entrenched