According to Asda, Tesco has already withdrawn attempts to register phrases such as 'Always Low Prices, Always Tesco' and 'Permanently Low Prices for Ever at Tesco' as a result of Asda objections. However, there is still an unresolved dispute over the ownership of the phrase 'We sell for less', which Asda has used in its advertising campaigns.
A Tesco spokesman said that the matter had already been resolved, while Asda denied an agreement had been reached. The row underlines the importance of value-based marketing to the UK's biggest grocery retailers, with Asda's Everyday Low Pricing (EDLP) strategy putting the firm in the running to overtake Sainsbury's as the country's second-largest chain this Christmas.
Analysts expect a price war to be kicked off by Tesco in the next few weeks as the major retailers attempt to win the custom of Christmas shoppers.
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