big box
Target redefines value brands
image source: mypbrand.com
Target has gone and changed the game in what I have always seen as a bit of a mystery in the retail space—value brands. Their new up&up rebrand puts a new face on their typically bland value brand product line. This clean and modern rebrand instantly elevates the perceived quality of these products.
The interesting part of this rebrand, to me, is the potential to change consumers’ opinion on value brands across the board. If up&up stays perceived as a value brand, Target now has a substantial leg up. In a time where lots of consumers are actively seeking better prices and value, up&up now looks like a better quality brand priced at the same low price. Given the choice between this and any other similarly priced value brand, I would always choose the better presented up&up brand.
I look forward to seeing what kind of success Target sees with the re-brand—more interestingly if other value brands will follow suit.
See more pictures after the jump.
