Paradux Media Group Weighs In on Haggen–Albertsons Brand Strategy

Paradux Media Group partner and brand strategist Tisha Oehmen was recently featured in the Bellingham Business Journal, providing expert insight into the branding implications of the Haggen–Albertsons merger and the decision to retain the Haggen name on select stores.

The article examines Albertsons’ strategy for preserving local brand equity following the acquisition, particularly in communities where Haggen has a deep historical presence. Rather than consolidating all locations under a single national brand, the proposed plan allows certain Haggen stores to continue operating under their original name, maintaining a separate business unit based in Bellingham, Washington.

According to Oehmen, this approach reflects a thoughtful recognition of brand goodwill and consumer loyalty — assets that cannot be easily replaced once lost.

“They’re trying to convert as much goodwill and name equity as possible,” said Tisha Oehmen, a partner with Paradux Media Group, a marketing agency based in southern Oregon.

“The stores that have historically been Haggens have goodwill in those communities,” she said. Likewise with stores that have historically been Albertsons or Safeways, or other brands under the Albertsons banner.

“It’s all about name recognition,” Oehmen added. “If I grew up in a community where Haggen has been my grocery store in the past, there’s no reason to change that going forward.”

Brand Equity as a Strategic Asset

The decision highlights a key principle Paradux Media Group frequently emphasizes when advising organizations undergoing growth, acquisition, or consolidation: brands are not interchangeable labels. They represent trust, familiarity, and emotional connection built over time.

In mergers and acquisitions, it can be tempting to prioritize operational efficiency by unifying all locations under a single name. However, doing so can unintentionally erode long-standing relationships with customers who identify strongly with a local brand. Preserving established brand identities — when appropriate — allows companies to retain loyalty while still benefiting from scale and infrastructure.

Oehmen’s commentary reinforces Paradux Media Group’s broader philosophy that successful branding decisions are rooted in understanding community perception, customer history, and long-term brand value — not just short-term efficiencies.

Paradux Media Group appreciates the opportunity to contribute to discussions like this, where branding plays a critical role in shaping how organizations evolve while staying connected to the people they serve.

Read the complete article in the Bellingham Business Journal.