The branding conundrum: Balancing Sainsbury’s quality messaging with Asda’s focus on value

The Sainsbury’s and Asda merger might have sent shockwaves through the industry, but given the current retail environment it is not entirely surprising.
Against a backdrop of increased competition in the grocery sector, the rapid growth and popularity of the discounters, disruptive technology and changing consumer habits, supermarket margins have been under pressure for some time.
And with the UK’s four main players – Tesco, Sainsbury’s, Asda and Morrison’s –