Brand Values
Brand values are attributes about the most important aspects of a brand. Woolworths states that this is something the take very seriously as they give them direction and guidance towards the decisions they make. This is something they strive to live up to. The Woolworths brand is founded on 7 values :
 Quality & Style – giving the best and not ever compromising on quality
 Value – not just to customers but everyone we work with
 Service – putting others ahead of you and exceeding expectations
 Innovation – pushing to give our customers new products, processes and ideas
 Integrity - living up to what we say and claim
 Energy- passionate about what we do and always driven to do more and achieve what we set out to do
 Sustainability – working towards a better tomorrow and contributing to a better environment in every aspect
Woolworths brand essence is “the difference”. According to Woolworth’s mini annual report, brand essence “reflects not only this promise, but its passion for service and its commitment to making customers’ lives easier and more enjoyable”. Woolworths seeks to provide an environment that is friendly and warm and where customers can be guaranteed quality.
These values are what Woolworths wants its customers to feel each time they come into contact with each product and service that they offer. This also extends beyond the customers and also includes its employees as well as its suppliers.
Brand Positioning
Brand positioning is about