Supermarkets rebrand, but why Countdown?

This is work related, I mean Progressive own 10% of TWL, but I’m just a consumer who wondered about today’s announcement (which I first read about weeks ago on this blog). It makes sense although some of the comments about retaining co-sited Woolworths, Foodtown as Countdowns post re-brand seems bizarre.

I have no idea on the real reasons behind it but in my mind it went something like this:

• They are going to rebrand Wooloworths, Foodtown and Countdown
• Woolworths, Nationwide, actually Kiwi (Nathans etc) but perceived as Australian and expensive. Not a good mix. No!
• Foodtown, Not nationwide, perceived as expensive but the reality is often similar to Countdown. Might work up North but it’s going to work in the South. No!
• Countdown? It’s the one that couldn’t take down PAK 'n SAVE but has the best shot at doing it. Nationwide but regarded as a a bit basic but not that cheap, by me anyway. It has a image problem but it’s one they obviously decided could be repaired. No, no, no Yes!

Is that what happened, I wonder? Why not a new brand?

Supermarkets rebranded in $1b overhaul - National - NZ Herald News

It's Countdown but not as you know it, promises supermarket boss Peter Smith…