Walmart, Target, Best Buy Named Most Valuable Brands


- Elaine Wong
Walmart topped the list of the most valuable retail brands in the U.S., followed by Target and Best Buy, per a new report issued by Interbrand today (Thursday).

The report, compiled by Interbrand Design Forum—a division of the global brand consultancy, ranks retailers based on the value of their brands. The ranking is based on a number of factors: financial forecasting, the percentage of sales and profit that can directly be attributed to branding, and brand strength. These form a net present value, or the economic value of a brand.

Walmart dominated the charts again this year with a 19 percent increase in brand value to $154.1 billion. Target, in second place, saw a jump of 49 percent to $25.5 billion. Best Buy dropped 19 percent in brand value, though it still came in at third place with a brand value of $17.8 billion.

Rounding out the top 10 were The Home Depot, Walgreens, CVS, Sam’s Club, Dell, Coach and e-commerce site Amazon.com.

Macy’s was a newcomer on the list. The department store made the final cut as No. 50, with a brand value of $472 million, right below Abercrombie & Fitch (down 81 percent to $484 million). Macy’s three years ago realigned and renamed all of its regional department store brands as part of its efforts to become a national brand.

Greg Silverman, managing director of evaluation for Interbrand, said one key theme in this year’s report was that the big brands got bigger and the smaller brands got smaller. This year’s rankings “started to separate into a growing top 25 and a weaker, bottom 25. The folks who are falling down lost focus on their brand and took a lot of short-term tactics that started to undercut their proposition . . . [whereas] the real winners who stuck to their brand strategy were really bold about it and that paid off,” Silverman said.

Target’s nearly 50 percent jump in brand value, for instance, could be attributed to the mega retailer’s intense focus on its new, up & up private label line. Target has also put more marketing muscle behind its Archer Farms grocery brand, and has branded itself as stylish, trend-setting retailer. Target is a textbook example of “investing in the things that matter, and [doing away with] the things that don’t,” Silverman said.

Though retailers across all industries suffered a grueling year last year, the economic downturn has taught brands that a “flight to price” isn’t necessarily the answer, Silverman said. Brands that fell off the list—in part due to heavy price promoting—include Hollister, Barnes & Noble, Men’s Wearhouse, Gymboree and Anthropologie.

Moms, the key decision makers in U.S. households, realize that “it’s not just price. It’s something else, too,” Silverman said of why the strategy doesn’t work. Retailers can still get consumers to trade up and continue spending if the value equation and brand differentiation is right, he said.

What the report also found is that Americans are still closely watching their wallets. Newcomer Dollar General ranked no. 18 on the list, with a brand value of $4.7 billion.

http://www.brandweek.com/bw/content_display/news-and-features/direct/e3if3d775aa9c43698eb98617ae58d04b1c

Reblog this post [with Zemanta]
About these ads

Etiquetado:, , , , , , , ,

Cruces, Sol y La Imaginación

Cuando la imaginación y la creatividad suman infinito

MarketingActivo

el mundo del marketing se activa para ti

tranquicomix

fanzine bejarano de historietas hecho en los 80

A Stairway To Fashion

contact: ralucastoica23@gmail.com

Vinod833's Blog

This WordPress.com site is the bee's knees

Apasionada de las Redes Sociales

Compartir conocimientos 2.0 y Marketing Online

Zona de Promesas

Tecnología - Internet - Redes Sociales - Entrepreneurship - Música - Economía - Innovación

Top Master | Blog

LOS PROGRAMAS DE MBA Y POSTGRADO MAS INFLUYENTES DE TODO EL MUNDO

La realidad alterna

Diario de sueños, cuentos, poesías y una novela en proceso

TechCrunch

Startup and Technology News

Unencumbered by Facts

Taking unsubstantiation to new levels

Carlos Cordero

Blog de tecnología

PsicoEmocions Blog

Un Pont entre la Psique i les Emocions

TEA PTLS NACHO

AUTISMO.TEA..PTLS

Comunicación & Marketing

De Lilian Lanzieri

Xtratexia

Dirección estratégica para la vida

Silvia Altamirano

An editorial designer that writes

StellarHIRE Partners

Founding Partner, StellarHire Partners - Executive Search Consultants. Recent engagements include Eloqua, SFDC, Tibco and Veeam.

ivanbrunpr's Blog

4 out of 5 dentists recommend this WordPress.com site

Matt on Not-WordPress

Stuff and things.

BLOGTEC

Noticias de Tecnologia.

Talento en Expansión

Tendencias y Mejores Prácticas en la Gestión de Personas de la Empresa 2.0

Two Leaves Tea SPAIN

Great Organic Tea! ✫✫✫✫✫ Te Organico en Piramides

Escuela de Dinero

El mejor Sitio en Español sobre lo básico para entender el Dinero y sus matemáticas relacionadas.

Intentando dejar huella...

...en cada uno de los visitantes

Ideas Para la Clase.com

Portafolio de experiencias en la clase de español para Middle School.

littlegreybox

Travel & Lifestyle Blog

déborah rueda

Un sitio más pero diferente sobre marketing on line

No solo los 80's

La mejor música de la historia

Molly Balloon's Blog

Identity + Dressing + Colour

El OJO PUBLICO. / Глаз общественности

Ver para contar & contar para ver. / Чтобы рассказать

Think Creative Idea

Marketing, publicidad, web y negocios

Social Media y más

Social Media, Redes Sociales, Marketing, SEO

The Coaching Alliance

El camino hacia el éxito

Luces y sombras de las marcas

Social Media, Marketing y Comunicación

CNN en Español: Ultimas Noticias de Estados Unidos, Latinoamérica y el Mundo, Opinión y Videos

Ultimas Noticias de Estados Unidos, Latinoamérica y el Mundo, Opinión y Videos

Javier GM Photography - México y más.

“Un fotógrafo tiene que ser auténtico y en su obra, debe expresar emociones, provocar reacciones y despertar pasiones.” ~ Javier García-Moreno E.

Natalia Gómez del Pozuelo

Experta en comunicación y oratoria

aloyn

Alimentación, ocio y negocios, ALOYN, es un Grupo dirigido a Directivos y Propietarios de empresas, interesados en el mundo de la industria de alimentación y bebidas. Tanto por la parte de la industria productora como por la parte de la industria consumidora y/o distribuidora (Distribución Comercial, Horeca, Vending, Venta Directa, etc). También nos interesan las actividades ligadas al agroturismo y el enoturismo como magníficas actividades de promoción y difusión de la cultura gastronómica.

Blog de Jack Moreno

Un blog de Joaquín Moreno sobre recursos, literatura y ciencia ficción

Mashamour

Ensalada de Manjares

Infographic List

For those who love Infographics - www.infographiclist.com

URieLaRtE

hay que ser libre para ser uno mismo

Seguir

Recibe cada nueva publicación en tu buzón de correo electrónico.

Únete a otros 5.667 seguidores

A %d blogueros les gusta esto: