Our brand architecture

Our family of brands are all connected

The Tesco Masterbrand isn’t the only brand in our portfolio.

In order to serve shoppers better, we need to serve all their shopping needs across categories.

We also serve shoppers in many countries around the world.

So we have a family of brands to do that, which are all connected - in order to build a unified, helpful Tesco.

Our family of brands

Equity travels both ways

Proudly TescoWe are one Tesco brand

that shoppers love.So our core products and initiatives

excite shoppers without needing their own brand.

Shopper at the centreEvery decision we make helps shoppers meet their needs.

Unified not uniformWe also offer shoppers an exciting variety of additional propositions, which cut through with a Plus or

Endorsed brand.

Building adifferentiated

supermarket

Borrowing to deliver additional propositions

Our family of brands

What are the principlesacross our family of brands?

Our family of brands

How we connect to each other

Use Masterbrand positioning and brand expression standards.Ranges follow Masterbrand expression but may flex in agreed exceptions for increased standout and to follow category conventions (e.g. on pack).

Group follows Masterbrand expression but may adapt end line and imagery style to reflect local culture. Tesco Lotus also adapts lead colour and helpful asset.

How we connect to each other

Use Masterbrand positioning and brand expression standards.Ranges follow Masterbrand expression but may flex in agreed exceptions for increased standout and to follow category conventions (e.g. on pack).

Group follows Masterbrand expression but may adapt end line and imagery style to reflect local culture. Tesco Lotus also adapts lead colour and helpful asset.

Use flexed Masterbrand positioning and flexed brand expression standards.Brand positioning may flex in functional and emotional benefit, and human truth to be more category specific. Check respective brand keys.

How we connect to each other

Use Masterbrand positioning and brand expression standards.Ranges follow Masterbrand expression but may flex in agreed exceptions for increased standout and to follow category conventions (e.g. on pack).

Group follows Masterbrand expression but may adapt end line and imagery style to reflect local culture. Tesco Lotus also adapts lead colour and helpful asset.

Use flexed Masterbrand positioning and flexed brand expression standards.Brand positioning may flex in functional and emotional benefit, and human truth to be more category specific. Check respective brand keys.

Use bespoke brand positioning and brand expression standards. Solve a broader range of shopper needs helping us deliver on our purpose and promise.

How we connect to each other

Use Masterbrand positioning and brand expression standards.Ranges follow Masterbrand expression but may flex in agreed exceptions for increased standout and to follow category conventions (e.g. on pack).

Group follows Masterbrand expression but may adapt end line and imagery style to reflect local culture. Tesco Lotus also adapts lead colour and helpful asset.

Use flexed Masterbrand positioning and flexed brand expression standards.Brand positioning may flex in functional and emotional benefit, and human truth to be more category specific. Check respective brand keys.

Use bespoke brand positioning and brand expression standards. Solve a broader range of shopper needs helping us deliver on our purpose and promise.

Use bespoke brand positioning and brand expression standards. Our family of brands helps us deliver distinct propositions for shoppers, making it easier for them to get what they want.

Masterbrand expression

Behaviour of brandTesco brand standards

Masterbrand extension expression

Behaviour of brandTesco brand standards.Some flex with necessarycategory cues e.g. photography style orcolour palette.

Plus brand expression

Behaviour of brandFlexed Tescobrand standardsin line withcategory cues.

Endorsed brand expression

Behaviour of brandBespoke brandstandards.

Tesco Thailand Lotus expression

Behaviour of brandMasterbrand expression adapts imagery, lead colourand helpful asset to reflect local culture.

Decision tree

This decision tree shows the rationale for the positions of each of our brands.

It can be used in future brand creation to decide where new brands should be placed on the tree.

FAQs

Part of the Tesco family

FAQs: family of brands

Use the Masterbrand positioning and brand expression. In certain channels visual expression may adapt for stand out and differentiation in store – to aid shopper navigation and recognition.

Use Masterbrand positioning and brand expression, with some adaptions. The functional and emotional benefit, and human truth may adapt for the different extension brands, if necessary, to be more category specific.

Use your own brand positioning and brand expression. They have been created to deliver on our purpose, promise and life simplifier role. However remember that everything you do helps to build into Masterbrand.

Use the Masterbrand positioning and brand expression, with the exception of the end line and imagery style that adapts to reflect local culture. Tesco Lotus may further adapt lead colour and helpful asset.

What should I do ifI’m Own Brand?

What should I do if I’m part of Masterbrand extension?

What should I do if I’man endorsed or plus brand?

What should I do if I’min Tesco Group?

FAQs