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Mark Ritson on Branding: Wal-Mart's great value leap.(Wal-Mart Stores Inc.)
The US retailer has overhauled its popular own-label offer as consumers seek more for their dollar.
So, do you fancy yourself as an expert on branding? You should have no problem with the following question, then. What's the biggest FMCG brand in America?
The answer isn't Coke, Gillette or J&J - it's Great Value, Wal-Mart's own-label range. Thanks to its presence in every one of Wal-Mart's 4100 US stores, and the fact that more than 5000 stock-keeping units are sold under the Great Value label, it is the biggest grocery brand in the US by both sales and volume.
And it's about to get a lot better. Wal-Mart has announced the conclusion of a year-long project to improve the appeal of its own-label line. …
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