Great Value: The fastest moving brand in the US.

The blog Brand Strategy Insider today posted a interesting take on the Walmart Private Brand Strategy.

A Wal-Mart Brand for the Ages

So, do you fancy yourself as an expert on branding? You should have no problem with the following question, then. What’s the biggest fast moving consumer goods (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. Read the rest of the post.



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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.