To begin with, it should be stated that the issues of branding are generally regarded as one of the most important and crucial issues of marketing and advertising, as the brand name and logo of any company are regarded to be the face of production or services, which the company provides.
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The project should be aimed at analyzing the branding policies and principles of Wal-Mart and Winco Food companies. On the one hand, these are the similar companies, which are represented in the same market segment, nevertheless, their branding policies are quite different, and are featured with totally different approaches towards branding. Originally, both companies are seeking for the protection of the trademark law, thus, their brands can not be used by some third persons. Wal-Mart corporation is directing its branding policy towards the aims awareness among customers, the easy recognition of the logo, and aims to link the associations of high quality production and timely services, which customers require. These requirements are achieved by the means of extensive advertising campaign and broad campaign aimed at working with the community and target audience. The main challenge for brand managers of the Wal-Mart company is to maintain the reputation of the brand, which is known all over the world.
As for the Winco Food company, it is generally emphasized that this company does not have the necessity of creating the new brand, nevertheless, its brand name has essential difficulties with positioning. Taking this notion into consideration, it should be stated that the project should be aimed at researching the market circumstances and the weak points of Winco Food branding policy.
The conventional advice which should be given to the companies, and for the project will be based on the differences of the branding policy. The fact is that, these differences are covered in the statement, that the Wal-Mart is positioning itself like the easily achievable supermarket, with low prices, while Winco Foods makes emphasis only on the lowest prices, and claims that it is the leader in the aspect of the prices and availability of the foods. The means and measures, which are used for these purposes are different, and covered in the customer care policies.
As for the understanding of marketing principles, it should be stated that Wal-Mart is the leader in retailing sphere, and own the largest part of this market sector. Winco Foods, in its turn, is the company with the better adjusted customer care policy, as it makes an essential emphasis on the matters of brand awareness. Moreover, it should be stated that Winco Foods is much better in the issues of brand orientation. The fact is that it is generally regarded as the result of the tough competitive situation on the food retail market. A product’s dominance is in itself no longer adequate to guarantee the success of the branding campaign.
Finally, there is strong necessity to mention that the issues of branding may differ essentially among the companies of the same business activity sphere. Winco Foods and Wal-Mart companies are regarded to be the leaders of food retail industry, nevertheless, the branding strategies differ essentially. This difference should be the main aim of the project.