Fernandes, Miguel PintoGonseth, Tamara Maya2025-08-052025-01-232025-01-23http://hdl.handle.net/10362/186071As the competition between grocers in Switzerland increases, the positioning of each retailer becomes more relevant. Lidl Switzerland, part of the international trading company Schwarz Group, realizes opportunities to improve their brand perception. The work project aims to demonstrate how to activate a new umbrella brand for multiple categories in the Swiss food retail market. An understanding of brand activation and perception was developed by conducting qualitative expert interviews and a quantitative shopper survey. These findings were turned into strategic and operational recommendations for Lidl pointing out the importance of a strategic framework, department-overarching collaboration, and creative marketing activities.engBrand activationRetailUmbrella brandSwissnessmaster thesis203962125