Carrefour ha lanzado los últimos días una nueva submarca: Carrefour discount, una marca que pretende ofrecer el producto con un grado de calidad garantizado por Carrefour pero desnudo de artificios tal y como comunica de forma inconfundible su packaging y su campaña publicitaria.
Al albor de lo que decían los autores del libro El nuevo brand management, las marcas nos han de enseñar a comprar. El problema es que en vez de haberlo hecho, se han dedicado a asociar emociones evocativas en los productos en vez de enseñarnos a distinguir la harina de grado a de la de grado AAA. Carrefour no se ha dedicado a hacer pedagogía con su última marca, se ha dedicado a presentar la marca de distribución desnuda de atributos emocionales y a ganarnos por el precio.
Mi pregunta para comenzar el debate es: ¿Es Carrefour discount un nuevo Hacendado, o es otra cosa? ¿Contraatacará Mercadona?
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