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Years ago, Food Town changed to Food Lion, which went well. Price Chopper is a regional chain of about supermarkets operated by Golub Corp.

The company was founded inand the markets operated Woman shopping at price chopper Public Service Market then Central Market before the Price Chopper moniker. Sure, it echoes rpice Market names used by Golub and to the year of its founding, but what supermarket shopper under 80 years old recalls that or really cares about it?

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Price Chopper, if a bit dated, at least has the advantage Woman shopping at price chopper suggesting low prices. Market 32 suggests…nothing. This may confuse everyone and even suggest to shoppers that there was choppwr wrong with the Price Chopper name. But changing the name to transform its marketing mix is a bit extreme.

Maybe reverting to the Central Market banner would have been a better idea. But in a strange twist, Golub no longer owns that name.

For many years it has belonged to H-E-B, the supermarket operator in Texas. In addition to changing store signs and upgrading some locations, there are costs involved in changing uniforms, technology, loyalty cards and especially product, by bulking up fresh prepared and revamping store brands.

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Insult to injury, the face of a woman was on the chopped side of the coin. Price Chopper was obliged to change the logo a while back for obvious reasons.

Rebranding is risky business. Names project the personality of the brand; they inform the quality and integrity of what they represent.

And to be successful, they need to be relevant, pronounceable, memorable, and free of negative connotations. The jury is out on the decision to brand Price Chopper, Market AdvertisingBrandsConsumersTargetTechnology.

January 7, By David Merrefield. Load More Articles.