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18 Aldi

Position: #18

Brand: Aldi (Nord/Süd)
Brand value: 2'409 Mio. EUR
Brand value change compared to last year: +10%
Ranking change compared to last year: +/-

The global discount supermarket chain is very popular and ubiquitous in Germany and expanded in many other countries as well as, including plans to open hundreds of new stores in Great Britain and the United States. Increasing its brand value by 10%, Aldi retained its position at number 18 in the ranking. One reason for the brand’s success is its strong responsiveness. For example, Aldi quickly recognized the consumer trend in organic products, announcing plans to dramatically expand their organic assortment. The EHI Institute gave Aldi the highest marks in terms of customer satisfaction. Aldi also introduced a customer magazine this year, “Aldi inspiriert” (“Aldi inspires”), to bring a stronger lifestyle aspect to the brand. The Aldi brand “Hofer” in Austria started offering the iPhone 5c in its stores in March 2015, a model which could be followed in other countries and truly differentiate the store as a unique discount seller of Apple products. The passing of Aldi Süd owner Karl Albrecht in 2014 introduces the potential of a reunified brand in Germany to replace the problematic split between the current Aldi Nord and Aldi Süd brands.

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