At My Private Brand, New Year’s is always a time of evaluation, renewal, reinvention, growth and change. This year is no different. Over the next few months we will introduce a number of exciting new columns, products and services, beginning with “Fifty2: The My Private Brand Project,” my new weekly column. In early 2014, this carefully curated look at the best Private Brands in the U.S. across all retail channels will be published in its entirety as my first book.
Each week presents a great Private Brand with insight, analysis and original photography. I am looking for retailer-owned private labels that are BRANDS. Brands that bring their positioning and business purpose to life through:
- Great design
To submit a brand for consideration please email email@example.com
1: Gold Emblem
Woonsocket, Rhode Island-based drug retailer CVS originally registered their food and consumables brand, Gold Emblem, in 1995. On Thursday, December 13, 2012 the retailer announced the redesign of the 260 Gold Emblem sku’s at its annual Analyst Day in New York City. The much-needed redesign and refocus on quality in late 2012/early 2013 revived the aging brand.
At the event, Mark S. Cosby, Executive Vice President and President of CVS Pharmacy, provided a closer look at the evolution and optimization of the Private Brand portfolio as a core differentiating retail growth strategy.
“In 2013, we are redefining our Gold Emblem consumable brand. The brand has been rebuilt to provide improved taste appeal and a new contemporary packaging design. We will update the packaging in all 260 of our SKUs, and we’ll improve the product quality in 25% of those SKUs based on taste and quality test assessments. The brand will be relaunched in stores in January, just in time for the Super Bowl.”
The redesign of Gold Emblem is a fresh and modern take on the traditional National Brand Equivalent Private Brand. The brand voice and identity is shifting from dated and old to organized and confident, separating itself from the CVS identity to stand alone as a Brand. The brand architecture is expanding to include two tiers: Gold Emblem and Gold Emblem Select (stay tuned; no Select was on shelf at this date).
The redesign of Gold Emblem enables the CVS Private Brand portfolio to compete more effectively in food categories.
Brand: Gold Emblem
Original Trademark Filing: 1995
Price Tier: National Brand Equivalent
Headquarters: Woonsocket, Rhode Island
2011 USA Retail Sales ($000): $59,688,000
2011 Stores: 7,345