Have you noticed Giant’s refreshed brand logo during your grocery shopping trip lately?
Supermarket chain Giant has recently spent “millions” to rebrand itself, to further bring out its core identity colours and capture its brand essence, that is to provide value to consumers. In an interview conducted, Lee Yik Hun, marketing director of Southeast Asia Food at Dairy Farm Group, which operates Giant, indicated that "Rebranding is such an expensive exercise” and that “it is a very strategic decision that needs to be taken from the top”.
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