Sainsbury’s CEO: The merger with Asda won’t cause brand confusion

Sainsbury’s CEO Mike Coupe does not believe bringing the two businesses together will undermine either of the brands’ propositions and says they can “co-exist” as separate brands without confusion.
Following the news that Sainsbury’s and Asda have agreed a merger, Sainsbury’s, which wants to be known for ‘quality’, and Asda, which is better known for being good value, will operate under a dual brand strategy that Sainsbury’s says will al