Why Lidl must change their image

Any German company remind us of quality, exclusivity... in general, good looking at the public's eyes. However, what is the first thing that come to our minds when hearing about Lidl? Poor quality, messy, low attattractive... Why does this happen? Clearly the image of the company is not good.

Lidl is currently trying to change its image, improving every store, working on its ads and providing better products. How do we change this? 

Firstly, change the logo of the company, those too bright colors make it look like a bad quality brand. 

Comparing it to Mercadona we can easily notice the differences. Mercadona's logo give us the feeling of confidence and trust. Furthermore, if we compare the slogans of both brands we can also see the differences. Mercadona's "Supermarkets of confidence" has nothing to do with Lidl's "Quality is not expensive" We certainly know that people don't care much about paying more for quality and customers associate low prices with low quality.

Finally, change the facilities. A supermarket must look cleaned and organized in order to provide a good atmosphere to buy. Lidl has to compete with great supermarkets such as Mercadona, Carrefour, Dia... so they must work hard on their marketing plans to live up to there other brands.