In 2015, Tesco – the UK’s biggest supermarket chain – was a brand in fundamental decline. The turnaround strategy required encompassed many areas of the Tesco business from improving product quality, to customer service, to repairing brand trust.

Why it matters

As a household name brand with a huge market share, it can be difficult to turn around a decline. But Tesco proves that with decisive leadership, patience and creativity, reinventing a huge brand is possible.

Lessons