SuperBrands “96 Category Ranking: RETAIL

Mergers between Top 20 retailers are the only currents causing ripples in the mix.
Federated Department Stores joins the list, no surprise after its acquisition of
Macy’s. And Price/Costco’s alliance helps the supermarket chain to the top.
Brand Co. Name, Location
Lead Agency, Location
Sales (billions)
Media Exp. (millions)
1 Wal-Mart Wal-Mart, Bentonville, AK
Bernstein-Rein, Kansas city; GSD&M – Austin, TX
Sales: $82.2
Media Exp.: $122.5
2 Kmart Kmart, Troy, AK
Ross Roy – Bloomfield Hills, MI
Sales: $34.0
Media Exp.: $166.8
3 Sears Sears Merchandise Group, Hoffman Estates, IL
Ogilvy & Mather, Chicago; Young & Rubicam – New York
Sales: $29.5
Media Exp.: $449.4
4 Kroger Kroger, Cincinnati
Campbell Mithun Esty – Chicago
Sales: $23.0
Media Exp.: $47.5
5 Mervyn’s, Target Dayton Hudson, Minneapolis
Sales: $21.3
Media Exp.: $243.0
6 J.C. Penney J.C. Penney, Plano, TX
Temerlin McClain – Irving, TX
Sales: $20.9
Media Exp.: $276.5
7 Jewel Food Stroes American Stores, Salt Lake City
Sales: $18.4
Media Exp.: $8.9
8 Price/Costco Price/Costco, Issaquah, WA
Sales: $16.2
Media Exp: N/A
9 Safeway Kohlberg Kravis Roberts, New York
McCann-Erickson, San Francisco
Sales: $15.6
Media Exp: $22.3
10 Home Depot Home Depot, Atlanta
The Richards Group, Dallas
Sales: $12.5
Media Exp: $66.3
11 Albertsons Albertsons, Boise, ID
Kresser/Craig, Santa Monica, CA
Sales: $11.9
Media Exp: $10.7
12 Lord & Taylor Payless Shoe Src/May Dept. Strs, St. Louis
Sales: $11.9
Media Exp: $39.7
13 Marshall’s Thom McAnn Melville, Rye, NY
Sales: $11.3
Media Exp. $27.6
14 Winn-Dixie Winn-Dixie Stores, Jacksonville, FL
William Cook, Jacksonville, FL
Sales: $11.1
Media Exp: $38.4
15 A&P Tengelmann, Muelheim/Ruhr, Germany
Tom Attea Co., New York
Sales: $10.3
Media Exp: $6.4
16 Walgreen Walgreen, Deerfield, IL
McConnaughy Stein Schmidt Brown, Chicago
Sales: $9.2
Media Exp: $46.2
17 Toys “R” Us Kids “R” Us Toys “R” Us, Paramus, NJ
J. Walter Thompson, New York
Sales: $8.7
Media Exp: $52.1
18 Macy’s, Bloomingdale’s Sterns Federated Dept. Stores, Cincinnati
Sales: $8.3
Media Exp: $148
19 Foot Locker Woolworth Woolworth, New York
Sales: $8.3
Media Exp: $21.8
20 Food Lion Food Lion, Salisbury, NC
Fred Collins Advertising, Charlotte, NC
Sales: $8.0
Media Exp: $20.2
Source: Brandweek Research
Copyright ASM Communications Inc., 1995 ALL RIGHTS RESERVED