Walmart and Target Revamp Store Brands

If you shop a Walmart like millions of Americans do, you may have noticed Walmart’s “Great Value” brand has gotten a facelift. They’re new look not only feels more modern, but also looks more upscale.

In a press release on March 16, 2009, Wal-Mart explains how the downturn in the economy led them to redesign their brand to appeal to a wider market. More and more Americans are pinching pennies and looking for ways to save. Walmart hopes these people will turn to Great Value.

Not only did the outdated logo get a new look, but the products and packaging also underwent dramatic changes. Products were submitted to rigorous market testing, while packaging was reduced when possible to maintain the company’s sustainability commitments.

Walmart isn’t the only major retailer that saw an opportunity for growth during tough times. Target has also revamped its store brand to maintain consistency and recognition throughout the entire store. Target’s marketing campaign for Up & Up boasts that they carry over 600 products for under five bucks.

Did Target do the right thing by rebranding? Check out this blog post for an interesting take on the matter.

Personally, I think the brand change by both companies was a smart move. Both logos were outdated and inconsistent. Now both are clean, crisp and recognizable.

In my opinion, this was a great time to spend the budget on a revamp. People are saving more and spending less, and store brands are key to many a household budget.

If you’re thinking about rebranding to appeal to an audience that might use your product now when they never have before, follow these two giants’ lead and jump into the waters of change!

Tags: Branding, Business, Economy

Posted on: 08.11.2009