| Maintaining a brand reputation in a very competitive | | | | "Save Money Live Better", "We Sell More For Less" |
| market like the US market can be a challenge for | | | | are phrases which are very popular all over the United |
| corporations. A brand reputation carries almost all the | | | | States. And yes, Wal-Mart has made these two |
| corporate reputation and is a reflection of the ethics, | | | | phrases their main focus, and their customers identify |
| business practices, corporate vision and helps to build a | | | | Wal-Mart in the consumer market. According to a |
| very solid loyalty of customers along with building what | | | | 2007, independent research from Global Insights, |
| could be a very lucrative brand equity. | | | | Wal-Mart saves American families $2,500 each year, |
| Building brand equity takes years of hard work by the | | | | regardless of where they choose to shop. |
| corporation in improving, presenting, building and selling | | | | The company has been able to promote itself as a |
| goods and services in the consumer market. | | | | good neighbor. Even with the critiques from all the |
| Reputation I will add, is defiantly in the top three most | | | | sides, Wal-Mart has been able to fight back with |
| important goals of any corporation when it is ready to | | | | innovating ideas to promote its business. A recent |
| introduce its brand in the market. To better understand | | | | article published by the South Central Federation of |
| this concept, we will explore a clear example of the | | | | Labor accuses the company of many violations, |
| biggest retailer in the world and see how effective | | | | "Wal-Mart drives U.S. jobs overseas, Wal-Mart is the |
| they have been in introducing its brand in the US | | | | largest outlet for imported goods in the U.S. It buys its |
| consumer market. | | | | products from countries where child labor, slave labor |
| The Wal-Mart Brand and Company | | | | and the suppression of human rights are common |
| Wal-Mart was founded by Sam Walton, a local | | | | place. Wal-Mart's world-wide buying practices are |
| businessman born in Oklahoma, who started Wal-Mart | | | | taking jobs from U.S. workers" (source: South Central |
| from a $20,000 loan from his father-in-law to become | | | | Federation of Labor). |
| the owner of the biggest retailer in the world. | | | | In many cases some accusations might be true. For |
| In his book, "Made in America", Sam Walton talks | | | | example, Wal-Mart does buy products from other |
| about opening the first true Wal-Mart on July 2, 1962 in | | | | countries, but which major corporation doesn't? More |
| Rogers, Arkansas. | | | | and more goods are now made in China not because |
| Since 1962, many events have happened in the world - | | | | it is Wal-Mart's choice, but because China has been |
| the Berlin Wall fell down, the Soviet Union broke apart, | | | | able to build goods at a cheaper price and many other |
| a man walked on the moon, and Wal-Mart has now | | | | elements are included into the equation. |
| over 3,000 stores worldwide in 15 countries. The 2008 | | | | The marketing strategy of Wal-Mart has become |
| fiscal year sales of $404 billion, and employing over 2.1 | | | | aggressive in order to promote its ideas and corporate |
| million associates worldwide makes Wal-Mart the | | | | values. For example, according to the company's facts, |
| largest employer in the United States and the third | | | | in 2007 Wal-Mart stores, Sam's Club and the Wal-Mart |
| largest employer in the world. | | | | Foundation gave more than $296 million to 4,000-plus |
| Wal-Mart Marketing Strategy | | | | communities in the United States. |