(In)Consistent Branding!

Branding needs to be consistent, especially when you are in retail sector. Inconsistency will lead to confusion in Consumer’s mind and market place.


Heritage Foods India Ltd’s grocery retail chain is Fresh@.



But when you see just ‘Fresh’, you are confused for sure.


Is ‘Fresh’ the same retail format? Is it part of the same group? If yes why just ‘Fresh’ and not ‘Fresh@’?