Anticipation it's a Great Value

IMG_0061Great 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

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.



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.