The Co-operative named one to watch

The Co-operative has been chosen as a brand to watch by a panel of experts and the British public.

The group is featured in the 10th annual volume of Superbrands, which identifies the country’s strongest brands and tells their story.

The Co-operative is in the midst of one of the largest re-branding exercise in UK corporate history.

The brands featured in the prestigious coffee table publication are decided by the collective opinions of an independent and voluntary Superbrands Expert Council and more than 2,200 members of the British public.

The Co-operative is featured under the heading, Brands to Watch, which are described as “brands that have, through exceptional marketing and communications strategies, positioned themselves as significant challengers to established rivals”.

Patrick Allen, executive director of marketing at The Co-operative, said: “To be recognised in this way shows how far The Co-operative brand has come in the past few years.

“The group is currently in the midst of a £1.5 billion investment, which when complete, will see all of the group’s outlets trading under ‘The Co-operative’ banner.

“Our membership now stands at more than three million and the total share of profits dividend paid to members in June was £38.1m, compared to £19.6m the previous year.

“Inclusion in Superbrands shows that we can now compete with the best brands in the UK and that is before we launch a major press and TV campaign early next year to communicate our co-operative difference.”