Walmart’s new private label brand, Bettergoods, doesn’t look like what you might expect a Walmart private-label brand to look like. And that’s entirely the point.
Click here to read the story at fastcompany.com.
Discussion Questions:
- What are the different types of brands?
- What is a private label brand?
- What is branding?
- Why do you think a brand name is an important aspect of branding?
- Walmart already has a private label brand. Based on information from this story, what is it called?
- Why would Walmart launch another one if it already has a private label brand?
- Why do you think Walmart named the new brand “Bettergoods?”
- What does packaging have to do with branding?
- According to this story, how might that have influenced Walmart’s design of its packaging for the new private label brand?
- What is positioning?
- How would you describe Walmart’s positioning strategy for both of their private label brands?
- Where is the price point for Bettergoods-branded products, according to this story?
- Why is pricing important?
- How do you think Walmart determined that price range for the new brand? Be prepared to discuss your answers in class.