This move is all about Walmart becoming “the brand”.
This move is all about Walmart becoming “the brand”.
Actually, I don't mind Walmart trying to create a "brand" for themselves. That's great.
The big problem here is that if Walmart "creates a brand" (for themselves) by eliminating the corresponding "name-brand" on the shelf, normally next to their "off-brand" Walmart product -- all they will end up doing is driving a certain number of their customers to Walmart's competitors.
That's not what I would call a smart marketing move on the part of Walmart.