Great Value is Walmarts larget Private Brand and by all account one of the largest brands in the US. Walmart has announced that the brand was due for a redesign and we should begin to see redesigned packages early in 2009. Earlier in the year I had the opportunity to visit the Walmart corporate headquarters, interviewing for a position, and had the opportunity to speak with the Brand Manager for Great Value and catch a glimpse of some of the redesign. The preliminary designs I saw looked great. The work that they are doing against the brand is classic brand management. Building the positioning and all of the corresponding support materials that a national brand would have. I am excited to see the redesign and discover how the brand is positioned or repositioned, I am hoping that Great Value will be a reflection of the New Walmart branding, and if it is it should blow the market away. Stay tuned.
Here is the Wikipedia entry
Great Value was launched in 1993 and forms the second tier, or national brand equivalent (“NBE”), of Wal-Mart’s grocery branding strategy.
Products offered at Wal-Mart through the Great Value brand are claimed to be as good as national brand offerings, but are typically sold at a lower price because of minimal marketing and advertising expense. As a house or generic brand, the Great Value line does not consist of goods produced by Wal-Mart, but is a labelling system for items manufactured and packaged by a number of agricultural and food corporations, such as ConAgra, which, in addition to releasing products under its own brands and for Wal-Mart, also manufactures and brands foodstuffs for a variety of other supermarket chains.
As Wal-Mart’s most extensively developed retail brand, covering hundreds of household consumable items, the Great Value line includes sliced bread, frozen vegetables, frozen dinners, canned foods, light bulbs, trash bags, and many other traditional grocery store products. The wide range of items marketed under the Great Value banner makes it Wal-Mart’s top-selling retail brand.
The Great Value brand can also be seen in some Trust Mart stores in Xi’an, Shaanxi Province, China through a partnership with Wal-Mart.