Pick n Pay announces new name for its middle market stores Retailer Pick n Pay has officially named its "middle market" retail chain as its store rollout gains momentum. Pick n Pay QualiSave, was a provisionally named Pick n Pay Red in May, aims to provide South Africa's middle-income market consumers with lower-priced quality products.

The Pick n Pay QualiSave brand is part of the retailer's strategy to split its stores into two brands, with the original Pick n Pay serving more affluent customers. The group will convert about 40% of its Pick n Pay stores into QualiSave outlets. Pick n Pay also owns the Boxer chain of supermarkets aimed at lower-income shoppers.

Read the full article: https://www.news24.com/fin24/companies/pick-n-pay-announces-new-name- for-its-middle-market-stores-20220815 

Source: Mashego, P. 2023. Pick n Pay announces new name for its middle market stores Retrieved from https://www.news24.com/fin24/companies/pick-n-pay-announces-new-name-for-its-middle- market-stores-20220815 [Accessed 29 April 2023].

1 Briefly explain if the name change from Pick n Pay to Pick n Pay Quali Save can affect customer loyalty to the brand? Substantiate your reasons with evidence from the case study. 

2 Discuss the four (4) suggestions that Pick n Pay can use to ensure that loyal customers continue to support the brand in areas where the name change took place.

3 Analyse three (3) benefits and two (2) disadvantages of Pick n Pay changing its middle market brand name to Pick n Pay Quali Save.

4. Brand names are an important part of the brand, and they have an impact on the strength of the brand equity, however, companies can change brand names. Critically analyze the seven (7) reasons that lead a company to change a brand name and provide examples of brands to support your answer.