$2,924 $m
Aldi still ranks as the most valuable German retail brand, but its main competitor, Lidl, is narrowing the gap. In 2012 Aldi was able to retain its position as market leader, but the business was under a lot of pressure from competition. According to Horizont, Aldi’s customer satisfaction declined last year. In order to face the growing competition, Aldi has expanded its offering to include more well-known branded products such as Coca-Cola. For the first time Aldi feels the need to adapt its stringent business model to market changes. In terms of social media, Aldi lags behind competitors with almost no presence. On the other hand, in order to revamp its image, a large-scale modernization of the store network was announced. Until Aldi begins to embrace the new realities of shopping, poor brand performance may persist.