Battle of the supermarket logos: what could Tesco have done differently?

The UK’s biggest supermarket’s recent loss in its dispute with Lidl is ultimately a costly failed branding campaign. Richard May and Robyn Trigg of Osborne Clarke examine why, and explain how brands can avoid the same fate.

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20 March 2024 In the supermarket battle, Lidl proved that enough consumers think Tesco’s Clubcard logo held a price-matching message. WIPR gauges reaction from lawyers—including counsel for both parties.

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Battle of the supermarket logos: what could Tesco have done differently?

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