Two supermarkets with the same statement Telemarketing List about meat consumption The MarketResponse survey looked at the importance of authenticity and a match between existing brand identity and point of view. We selected the Telemarketing List two existing brands Marqt and SPAR. Marqt is a small supermarket chain that is mainly active in the larger cities. The supermarket brand aims to positively influence people's consumption behavior by selling sustainable products. On the About Us page, Marqt takes an activist approach: “The Telemarketing List current food system harms our environment and the quality of our food.

It has to change, but our system is pretty Telemarketing List stuck: only together can we get it moving”. Social mission is woven into Marqt's identity. That the brand is not satisfied with the status quo is immediately clear from the first meeting. SPAR is a Dutch supermarket chain with stores all over the world. The brand positions itself as the Telemarketing List center of the neighborhood and a supermarket where everything can be found. Words such as convenience, cosy, enjoy and friendliness come to the fore. This is further apart from the character of Telemarketing List a brand that wants to bring about system change.

If we plot this in our BSR model , the following Telemarketing List picture emerges (see Figure 1): two brands that represent almost opposite value patterns and connect with customer groups with somewhat contrasting lifestyles. Red stands for Telemarketing List progressiveness, curiosity and the urge for freedom and self-development. Green, on the other hand, feels more comfortable with certainty, security and safety. Spar and Marqt Figure 1: Positioning Telemarketing List Marqt and SPAR in BSR model The values ​​behind the BSR model Figure 2: The values ​​behind the BSR model.