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23 Lidl

Position: #23

Brand: Lidl
Brand value: 1'439 Mio. EUR
Brand value change compared to last year: +10%
Ranking change compared to last year: +1


One of the leading grocery stores in Germany and Europe, Lidl is taking great steps to reposition itself as a higher quality supermarket with a focus on quality and sustainability. These extensive efforts have helped the brand increase its value by 10% and move up to 23rd place in the ranking. A new image campaign, tone of voice, website (lidl-lohnt-sich.de) and TV commercial are all designed to give the discount supermarket chain a “classier” look and feel. The customer magazine, “Gut!”, is reminiscent of publications from more upscale retailers. Lidl also operates a very successful online shop, evidence of its commitment to meeting customer needs. Other examples of such measures include the company’s support for social initiatives and implementation of greener business practices, recently winning a Lean & Green Award for its new ecofriendly logistics concept.

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