A Closer Look at Guaranteed Value

At the beginning of the year Ahold and its US banners Stop & Shop and Giant of Landover and Giant Carlisle announced the introduction of the redesigned of value tier Private Brand “Guaranteed Value.” Here is a closer look at the redesign by Connecticut based branding agency The Shear Partnership. Although I continue to have issues with the generic name, the design is a definite improvement. What do you think?

The Four Brands in the Ahold Private Brand portfolio found in food. Simply Enjoy - premium, Nature's Promise - organic, Un-named Icon brand - NBE and Guaranteed Value - basic
Before & After


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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.