As well as the design of the packaging, we feel that the current name for Asda's own brand 'Smartprice' doesn't really do the brand much justice either. Although the products are cheaper and as they suggest a 'smart price' we feel the name lowers the quality and devalues them. Waitrose use the word 'essentials' for their range suggesting their products are things you need rather than referring to the value and price which gives a whole different feel to the brand.
We feel that changing the name 'smartprice' to something which refers to the use and necessity of the products would be a good way in making the brand seem better quality.
Some ideas we have thought of are:
- Ideal *
- Demand
- Requirements *
- Desire
- Vital
- Importance
- Necessities *
- Primary
- The one
- Elements
- Simplicities*
- Needs
We came up with a little joke about the song 'bare necessities' and although cheesy, it could really work for a tag line to promote the brand. "look for your bare necessities"!
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