Re: Branding

From: John Gaskill <JG_at_Info-Central-USA.com>
Date: Tue 25 Feb 2003 08:00:02 -0600

On the Rob Frankel/Damon Kirschbaum fracas
about whether or not Wal-Mart has an actual
branding strategy and whether or not it is about
being the lowest price provider:

I submit that Wal-Mart's strategy is about
perceptions as opposed to reality.

It expects to have low prices on lots of
merchandise and not so low prices on lots of
merchandise.

In the customer's mind, Wal-Mart has occupied
that space that thinks about low prices. Wal-
Mart advertising does not encourage
comparative shopping or cite research, their
claim is made by assertion only.

Their branding strategy is secure and workable.
The problem is one of long term management
toeing the line. The farther away from Sam
Walton Wal-Mart gets, the more likely they are
to take a dive. It's about bureaucracy versus
branding. Happens in all strongly competitive
segments of the economy.

My $0.02.

Regards all,

John Gaskill






Received on Tue Feb 25 2003 - 08:00:02 CST