Publix Private Label Products - Brand Design

Publix has overhauled their private label branding scheme in quite an intelligent fashion. They have given up on making their packaging look like other national brands, and instead have a common application of the Publix brand across all products from cereal to batteries. This is a brilliant idea for several reasons. One, they are forcing the Publix line to sink or swim based on quality (not similarity) and sidestepping the appearance of a cheap knock off. Secondly it offers an exciting opportunity by which Publix can further build store loyalty. Publix scores the highest in shopper satisfaction among all retailers in the supermarket channel of trade. The survey, called the American Customer Satisfaction Index, is conducted by the National Quality Research Center at the University of Michigan. With a score of 81 this year-versus the industry average of 73-this marks the 10th consecutive year that Publix has out-scored all other grocers nationwide. Publix is taking their store loyalty and leveraging it against its private label which could create a dramatic impact on their sales margins and create a strategic advantage that other grocery stores cannot easily duplicate. Lastly, the new branding is simply done well; it even extends past just their packaging, and into their stores environmental graphics also. Good job Publix.