Brands & Branding and Private Labels Case Study

Wal-Mart's Brand Identity: Lee Scott's Reinvention

OR

Abstract:
Wal-Mart, with its philosophy of 'everyday low prices' has benefited millions of consumers, as no other retailer in the world offers so many products at such competitive prices. But its sheer size and business model had made it a prime target for critics. Labour unions have criticised its labour policies and the media has done its share in propagating how Wal-Mart's purchasing power and business model is a threat to its suppliers and competitors. Plagued by the negative publicity and its downscale image, the once media-shy company has embarked on a Public Relations (PR) campaign under the leadership of CEO, Lee Scott to reinvent brand Wal-Mart. The company has initiated a 'full brand identity programme'.

Pedagogical Objectives:

• To discuss Sam Walton's philosophy which transformed the dynamics of the retailing industry
• To understand the business model of Wal-Mart and its best practices in distribution, supply chain and logistics
• To discuss the growing PR and labour problems at Wal-Mart and how it has affected the image and operations of the company
• To discuss Lee Scott's brand reinvention strategy at Wal-Mart
• To analyse whether Wal-Mart's brand identity programme would result in transforming the image of Wal-Mart
• To analyse whether Wal-Mart's new upscale image would alienate its core customers
• To discuss its future growth strategies.

Keywords : Sam Walton's philosophy, Brand building strategies, Discount stores, Leadership, Brands & Branding Case Study, Public relations (PR), Brand extension, Brand image, Brand identity programme, Business model, Marketing strategy, Labour unions, Distribution and logistics, Supply chain management

Contents:

• Sam Walton's Wal-Mart: ‘The Wal-Mart Way’
• Wal-Mart's Digitization
• Store Formats of Wal-Mart
• The Growing Problems at Wal-Mart
• Wal-Mart's Brand Identity: Lee Scott’s Reinvention
• The Road Ahead