Chair of Strategy and Marketing

Quotations of Prof. Dr. Martin Fassnacht on Business Insider

Business Insider spoke with Prof. Fassnacht about the new strategy of Aldi.

Aldi Nord as well as Aldi Süd have many own brands. Recently, the two companies decided to retail a large part of them jointly. Business Insider talked with Prof. Dr. Martin Fassnacht on Aldi's strategy.

According to Prof. Dr. Martin Fassnacht, the unification of the brands has two main advantages for discounters: "For Aldi Nord and Aldi Süd, this measure primarily brings cost savings and synergy effects”. He is sure: ”Nowadays consumers remember fewer brands. Our attention span has decreased”. Furthermore, there is a general trend among manufacturers and retailers to concentrate on a fewer important brands. He also emphasized: "Today, brands need to be managed more professionally”.

Read the full article here.