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Belk launching updated corporate identity

BY CSA STAFF

Charlotte, N.C. Belk has launched an updated corporate identity that projects the company’s restated mission “to satisfy the modern Southern lifestyle like no one else.”

Anew graphics package will refresh the department store company’s visual identity with a new corporate logo, color palette and tagline: Modern. Southern. Style. The new logo and tagline represent the first significant change in the company’s brand identity since its current logo and identity program were adopted in 1967.

“Our new brand clearly communicates what our company is today and what we aspire to be in the future,” said Tim Belk, chairman and CEO. “We want to reflect our increased focus on meeting the fashion needs of our modern customers. Our vision is for the ‘modern, Southern woman to count on Belk first — for her, for her family, for life.”

Belk’s new corporate identity will be introduced beginning in early October with an extensive branding and advertising campaign that will include market-wide television and print advertising, circulars, direct mail and social media, all of which will incorporate Belk’s new graphic elements and brand messages. Approximately $70 million is slated to be spent over the next 18 months for corporate branding and marketing, including $25 million for the installation of new logo signs in its 305 stores over the next 12 months.

Signs will be installed in 60 stores before year-end with the balance expected to be installed by November 2011. Customers will also see the new logo and identity elements in store displays and signage, and in newly designed charge cards.

The company’s re-branding process started more than a year ago and included extensive research involving hundreds of associates and a survey of more than 30,000 customers.

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Deloitte: Store brands retain a strong presence in retail

BY CSA STAFF

NEW YORK (Oct. 1)- Deloitte released a report last week that reaffirmed the latest shopping trend among consumers: private-label purchases.

In Deloitte’s new “The Battle for Brands in a World of Private Labels” study, 77% of consumer packaged goods executives and 90% of retail executives surveyed said the market share of store brands will increase significantly by 2012 in the United States, as many consumers find that store brands are manufactured just as well as national brands and find little to no reason to switch back to national brands, Deloitte said.

“Though conventional wisdom has co-branding between retailers and CPG companies as a win-lose proposition, the results of our study indicate that nearly half of retail and CPG executives agree that working together may be the best way to win the wallets of the ‘new consumer,’” said Pat Conroy, vice chairman and Deloitte’s U.S. consumer products practice leader. “What they need to consider are variations on current brands and what new innovations should be brought to market so as not to overwhelm an already substantial marketplace.”

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Walmart, Humana unveil new Medicare Part D prescription drug offering

BY CSA STAFF

BENTONVILLE, Ark. – Walmart and Humana on Friday unveiled a new Medicare Part D prescription drug offering designed to help both companies gain market share and save money for those enrolled in the program. Co-branded as the Humana Walmart-Preferred Rx Plan, the program involves a $14.80 monthly premium that is less than half the weighted 2010 national average, generic drug co-payments as low as $2 at Walmart pharmacies and no co-payments for select generics filled via Humana’s RightSource home-delivery service. Humana and Walmart said the program has the potential to save Medicare Part D enrollees as much as $450 annually.

“People are more likely to take the medications prescribed for them when they can afford those medications,” said William Fleming, PharmD, VP Humana Pharmacy Solutions. “And adhering to prescription-drug regimens can enable people to be healthier and prevent future illness. At Humana, we believe that this prevention helps people live healthier lives and achieve lifelong well-being.”

John Agwunobi, M.D., president of Walmart’s Health and Wellness division said Walmart is uniquely qualified to help lower the cost of prescriptions because it is the world’s largest retailer.

“We know every dollar counts, especially when you live on a fixed income. We believe no one should have to choose between buying their groceries or their medications,” Agwunobi said.

He called the program an example of Walmart’s commitment to help people save money so they can live better.

It is also an example of how Walmart can bring more shoppers to its store. There are an estimated 18 million people enrolled in the Medicare Part D program, but that figure is forecast to grow to 26 million by 2015. Open enrollment in the program begins Nov. 15 and continues through the end of the year, and Humana and Walmart are undertaking an extensive media relations and marketing campaign to drive awareness and education. A key element involves kiosks in some 3,000 stores which will occasionally be staffed by Humana representatives.

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