Branding Bari 2010 Cleopatra Veloutsou 1

Branding Bari 2010
Cleopatra Veloutsou
Dr. C. Veloutsou
Dr. C. Veloutsou
Dr. C. Veloutsou
Wal-Mart Reintroduces Brands
After Customer Complaints
Wal-Mart began an in-store "Project Impact" revamp in
September 2009, exchanging products that were collecting
dust for more popular lines. According to the store's US
Chief Operating Officer Bill Simon, certain “flavors, items,
[and] sizes” didn't sell and were pulled from shelves.
The move greatly upset some loyal customers as
complaints piled in. Rather than buying a similar product or
brand, but not the exact one customers had an attachment,
shoppers instead skipped shopping at Wal-Mart and went
to competitors that carried their favorite products.
Wal-Mart has begun re-stocking requests, almost 300 in
total, to make peace with disgruntled customers. This swift
reconciliation serves as a testament to the flexibility and
openness of Wal-Mart as a brand, but the retailer is still
looking for a long-term solution to cutting costs rather than
"limited time" offers and plans to decrease prices slowly.
Zucker S., “Wal-Mart Reintroduces Brands After Customer Complaints”, Brandchannel, March 12, 2010
http://www.brandchannel.com/home/post/2010/03/12/Wal-Mart-Reintroduces-Brands-After-Customer-Complaints.aspx
What a Brand can do..
Create financial value for the owner in both the
sort term and the long term
Create various forms of value for customers so
they are willing to seek out the brand, buy and
continue buying it
Create relationships with employees and other
interested stakeholders, so they will continue to
be associated with and support the brand
Last a long time, or at least be remembered o long
time
Become a part of the culture (cultural icons have
great value)
Schultz D. & Schultz H., 2004, Brand Babble: Sense and Nonsense About Branding. Thomson, ch. 1
What a Brand can’t do..
Belong, in a mental sense of ownership, to any one or any
firm. Everyone “owns” a piece of a brand (brand owners
get first claim on the financial returns)
Rescue a bad business model or a poor product or service
Overcome a destructive reputation or unethical business
practice
Make enough to pay a divided to the owners or the
managers for ever. Brands sometimes fade and die.
Be managed the way you ran a factory or operate a
garbage disposal
Schultz D. & Schultz H., 2004, Brand Babble: Sense and Nonsense About Branding. Thomson, ch. 1
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