Somerfield lagging behind though on consumer's brand identification
Consumers believe that Tesco and Asda have very strong brand momentum, while Sainsbury's shows moderate and Somerfield shows negative momentum.

The survey by RSCG of 2000 UK consumers also showed that Argos and B&Q had strong brand momentum, while Woolworths, Marks & Spencer, Body Shop and Habitat showed negative momentum.

'There is a strong correlation between trading performance and brand momentum,' said Euro RSCG Worldwide head of strategy and consumer insight Robin Lauffer.

However, brand momentum is more than where consumers shop. Respondents considered how a retailer is perceived in terms of popularity, reputation, stature, and whether it is seen as dynamic or stuck in the past. It also took into account press reports and advertising campaigns.

Lauffer believed that Asda and Tesco's brand momentum was aided by expanding their ranges with well-received brands, and by becoming one stop-shops. Meanwhile, Sainsbury's was hampered by lack of choice, low stock levels and limited non-food lines. She suggested that the main problem with Somerfield was that consumers had not noticed it doing anything new.

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