Carrefour CEO Georges Plassat has made no secret of what he thinks of the Carrefour Discount brand, so it should come as no surprise that the company has decided to overhaul the brand by removing its logo.
The Carrefour Discount label was created in 2009 by then CEO Lars Olofsson, but when Plassat took over in 2012, he made it clear that he wanted to disassociate the Carrefour logo from discount products, as it gives the impression of an inferior brand.
Shortly after Plassat took over, he said, "It obscures our image," and remarked, "The competition is not selling discount products under its own name, is it?"
Carrefour will cease to use the logo for its discount range from 2015. However, Carrefour Discount goods will continue to be available in Carrefour stores without the company's logo.
The decision may not have been too difficult to make, as Carrefour Discount products are not performing especially well, particularly in their home market of France.
© 2014 European Supermarket Magazine by Nicole Gernon
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