Wal-Mart, Target Top Value Report

By Alan Wolf -- TWICE, 3/22/2010

DAYTON, OHIO — Wal-Mart and Target are the most “valuable” retail brands in the U.S. according to an annual report by retail brand consultants Interbrand Design Forum.

The discounters were followed by Best Buy (No. 3), The Home Depot (No. 4) and Walgreens (No. 5).

Interbrand evaluates brand value on the basis of how much it is likely to earn for a company in the future. Its Most Valuable U.S. Retail Brands ranking factors in financial strength, importance in driving consumer selection, and the likelihood of ongoing branded revenue.

Wal-Mart, in its second year at No. 1, increased its brand value by 19 percent to $154 billion, as a store remodeling program improved comp sales and the economic downturn made the chain relevant to an even greater number of shoppers, Interbrand said.

Target also built its brand value last year, which rose a whopping 49 percent. Interbrand said the discounter’s focus on improving operations while reducing growth without compromising its brand helped it leapfrog Best Buy and The Home Depot to take the No. 2 spot.

Other CE and majap retailers on Interbrand’s Top 50 brand value rankings include Dell (No. 8); Amazon.com (No. 10); Lowe’s (No. 12); Staples (No. 14); Costco (No. 15); and RadioShack (No. 30).