Tesco Needs To Regain Brand Focus And Reconnect With Customers

Tesco CEO Matt Davies can help revive the retailer's brand value by regaining its focus on the brand promise and deliver on that promise. With its brand value dropping 37 percent, according to the BrandZ Top 100 Most Valuable Global Retail Brands ranking, Tesco has to “reclaim the middle ground and stand for something.” It also has to act like the retail market's leader and improve its ability to predict future developments affecting the market. Most of all, Tesco has to reconnect with customers.