Brand Power Brand Depth Brand Length Target does

Brand Power Brand Depth Brand Length Target: does not focus on relative high-price product. It sells exclusive and high-quality product but the price is fair to customers. Walgreen: A variety of pharmacy category with a wide price range Wal-Mart: focuses on low price goods of fair quality, and its customers has high brand loyalty because its convenience(one stop shopping), good service and high performance price ratio Target: sells more and more categories than before. Originally, it sells groceries, clothes, household appliances, skin care product and so on, but now, it sells not only kitchenware but also fresh food. Walgreen: Pharmacy, Food, Beverage, Grocery Wal. Mart: Electronics, Furniture, Outdoor. Apparel, Clothing, Sports & Fitness, Auto Improvement, Pharmacy, Health & Beauty, Grocery Brand Weight Brand Breadth Target: Fashion, High quality, Delicate store design, Warm purchasing environment, Efficient service, Polite staff Walgreen: Baby-boomers Target: attracts more and more female customers who are in the intermediate level to purchase in the store. They expect the quality of product is higher than traditional super stores, but the price of product is lower than other department stores. Walgreen: A trustful brand, An admired company Walmart: has three main groups of customers: brand aspirationals, price-sensitive affluents, value-price shoppers. For example, the families and individuals (own a car)live in urban areas and suburbs. Those who prefer one stop shopping at weekend. Walmart: It is the largest discount retailer in the state all over the world, everyone knows it with high brand awareness

Brand Element Analysis Brand Name & URL Target http: //www. target. com/ Walgreen, http: //www. walgreens. com/ Walmart www. walmart. com Characters Bulls eye a cup with a grinder roll back man Slogans and Jingles Expect more, pay less The Pharmacy America Trusts Save money, live better Packaging and Signage Except plastic bags with Target logo, no specific packaging design. Logos/Symbols smaller packaging, less packaging and recyclable packaging

Brand Element Criteria Evaluation Brand Comparative Memorability Meaningfulness Likability Transferabilit y Brand Name & URL Logos/Symbols Characters Slogans and Jingles 1 Packaging and Signage 1 Excellent: Target: Red; Wal-Mart: Blue; Walgreen: Yellow Neutral Not so good Adaptability Protectabilit y

Customer-Based Brand Equity Pyramid Resonance Judgments Feeling better life Known for good quality Higher Credibility as up-scale retailer; Thoughtful Consideration with price differentiation and brand differentiations to satisfy different needs Performance Reliable products; Quality service---easy return; Clear segmentation, e. g. Kids & Adults pharmacy Affordable price 4 Brand Relationships Feelings Fashionable, convenient, green, efficient ; comfortable shopping environment Younger, educated, more affluent users; Syrup, pills, liquid, ointment--applied to various usage situation; Second largest discount retailers Category Identification: US. Second largest discount retailers Needs Satisfied: covering various categories Salience 3 Brand Response Imagery 2 Brand Meaning 1 Brand Identity: various brands under Target Pharmacy store

Customer-Based Brand Equity Pyramid Resonance Judgements Performance Trustful and convenience have loyal following. “Global most admired store in food and pharmacy”; “The pharmacy America trust”. A diversified product category; A wide price range; All money-back guarantee; Customerassistance service Wholesome; Convenience; Respected; Timesaving. 4 Brand Relationships Feelings Historical pharmacy store; 24 -hours pharmacy; drivethrough pharmacy; Superior location. Offer a wide range of trustful pharmacy to the customer. Salience 3 Brand Response Imagery 2 Brand Meaning 1 Brand Identity: various brands under Target Pharmacy store

Customer-Based Brand Equity Pyramid 4 Brand Relationships Make life easy Resonance Feelings Fair Quality Cheap Higher Credibility Green Wide selection Inconvenience location Get everything High performance-price ratio Judgements Performance. Various selection of product lines Low price Good service I want Family purchaser One stop service Discount warehouse Rollback section Green indoor decoration Long history Imagery US. Largest retailer in the section of electronics, video games, home furnishing, baby gear and more Salience 3 Brand Response 2 Brand Meaning 1 Brand Identity: various brands under Target Pharmacy store

Brand Value Corresponding to Brand Hierarchy Pyramid CENTRAL VALUE Beliefs and Core Values EXPRESSIVE • feeling better about themselves Beliefs & Core Values Benefits • trendy, fashionable urban life style Benefits FUNCTIONAL Features & Attributes • Target offers consumers various quality products in discounted price

Brand Value Corresponding to Brand Hierarchy Pyramid CENTRAL VALUE Beliefs and Core Values EXPRESSIVE • Healthy and smile Beliefs & Core Values Benefits • Trustful, Respectful, Favorable, Satisfying FUNCTIONAL Features & Attributes • Walgreen offer customers most trustful pharmacy and professional service in the most convenience way.

Brand Value Corresponding to Brand Hierarchy Pyramid CENTRAL VALUE Beliefs and Core Values EXPRESSIVE • I feel easy the way my shopping is, making life easier. Beliefs & Core Values Benefits • Easy to find my favorable products in one place • Get the cheapest products in one place FUNCTIONAL Features & Attributes • Large warehouse retail store • Various categories sold I need • Various brands sold I want • Easy to find when shopping • Cheaper products

Brand Equity • Discount Retailer: second largest discount retailer in the US, • Competing directly against other discount retailers, mainly Wal-Mart and Kmart. • Upscale, trend-forward at affordable price: differentiate its stores from its competitors by offering more upscale, trend-forward merchandise at low cost, as opposed to the traditional concept of focusing on low-priced goods. • A century Heritage • Superior location • Professional drug store Trustfulness • Private brand offerings familiarity Convenience More economic customer values

Wal-Mart Brand Gestalt Brand Personality Prudent Visual Appearance Green, Economic Logo U. S. leading Discount retailer. Country of Origin U. S. User Imagery Discount warehouse Tangible Benefits One stop cheap shopping Brand Customer Relationship Long term, firm, rooted Emotional Benefits Easy and convenient

Kotler’s Five levels to a product Potential Product It might be any other category of products or service Augmented Product Trendy and fashionable style, quality products in affordable price …. Expected Product Comfortable shopping environment, quality and efficient service Generic Product CORE BENEFIT A large chain retail store offering various categories of products A store offering products

Kotler’s Five levels to a product Potential Product A trustful doctor gives you healthy life Augmented Product Trustful, professional and convenience Expected Product Generic Product CORE BENEFIT Qualified products, various choices, clear instructions, kind service, competitive price, convenience A nearby pharmacy store

Kotler’s Five levels to a product Potential Product Improved product in each category, product with higher price value and quality Augmented Product Low price, more categories available , convenience(one stop shopping), spacious shopping environment Expected Product Various product categories, good quality, reasonable price, good service, Generic Product Electronics , Furniture, pharmacy, beauty, food, grocery CORE BENEFIT Products meet consumers’ need in various aspects of living, which are supplied by its supercenter, warehouse, discount store