SuperBrands 97 Category Ranking: RETAIL

Sales rose consistently throughout the industry, thanks in part to agressive expansion. Industry leader Wal-Mart saw sales increase by more than $11 billion for its core chain, superstore and Sam’s Warehouse Club. Home Depot revenues jumped $3 billion after it added 83 stores to the chain.
Rank….Brand……………… Co. Name, Location
..Lead.Agency, Location
…Sales: (millions)
…Media Expenditures: (millions)
1….Wal-Mart……………….Wal-Mart, Bentonville, AK
..Bernstein-Rein, Kansas City, MO
…Sales: $93.6
…Media Expenditures: $143.0
2….Sears……………………..Sears Merchandise Group, Hoffman Estates, IL
..Ogilvy & Mather; Young & Rubicam, Chicago; New York
…Sales: $34.9
…Media Expenditures: $518.5
3….Kmart…………………….Kmart, Troy, AK
..Ross Roy, Bloomfield.Hills, MI
…Sales: $34.4
…Media Expenditures: $167.4
4….Kroger…………………..Kroger, Cincinnati
..Campbell Mithun Esty, Chicago
…Sales: $24.0
…Media Expenditures: $ 50.3
5….Mervyn’s, Target……..Dayton Hudson, Minneapolis
..Various
…Sales: $23.5
…Media Expenditures: $259.2
6….J.C. Penney…………….J.C. Penney, Plano, TX
..Temerlin McClain, Irving, TX
…Sales: $21.4
…Media Expenditures: $273.4
7… American Stores.*…. American Stores, Salt Lake City
..Various
…Sales: $18.3
…Media Expenditures: $ 78.3
8….Price/Costco…………..Price/Costco, Issaquah, WA
..In-house
…Sales: $17.9
…Media Expenditures: $ 56.4
9….Safeway…………………Kohlberg Kravis Roberts, New York
..McCann-Erickson, San Francisco
…Sales: $16.4
…Media Expenditures: $ 20.7
10…Home Depot………….Home Depot, Atlanta
..The Richards Group, Dallas
…Sales: $15.5
…Media Expenditures: $ 96.6
11…Albertsons…………….Albertsons, Boise, ID
..Kresser/Craig, Santa Monica, CA
…Sales: $12.6
…Media Expenditures: NA
12…Winn-Dixie……………Winn-Dixie Stores, Jacksonville, FL
..William Cook, Jacksonville, FL
…Sales: $11.8
…Media Expenditures: $ 39.9
13…Melville ***………….Melville Corp., Rye, NY
..Various
…Sales: $11.5
…Media Expenditures: $ 56.1
14…May Stores.**……….May Dept. Stores, St. Louis
..In-house
…Sales: $10.5
…Media Expenditures: $339.4
15…Walgreen………………Walgreen, Deerfield, IL
..McConnaughy Stein Schmidt Brown, Chicago
…Sales: $10.4
…Media Expenditures: $ 56.5
16….A&P……………………Tengelmann, Muellheim/Ruhr, Germany
..Tom Attea, New York
…Sales: $10.1
…Media Expenditures: $ ..8.4
17…Toys “R” Us………….Toys “R” Us, Paramus, NJ
..J. Walter Thompson, New York
…Sales: $ 9.4
…Media Expenditures: $ 57.3
18…Federated ****………Federated Dept Stores, Cincinnati
..Various
…Sales: $ 8.4
…Media Expenditures: $171.6
19…Woolworth.*****….Woolworth Corp., New York
..Various
…Sales: $ 8.2
…Media Expenditures: $ 34.0
20….Food Lion……………Food Lion, Salisbury, NC
..Ogilvy & Mather, Atlanta
..Sales: $ 8.2
…Media Expenditures: $ 15.9
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