The Kroger Co. features a few different corporate brands that can only be purchased at Kroger stores. These include “Private Selection®”, “Naturally Preferred®”, “Active Lifestyle®” and “Private Selection (PS) Organic™.” Kroger’s vision is to “inspire customers to choose our stores because of their exclusive, preferred brands.” Not only is this exclusivity is a great way to maintain customer loyalty, but it also gives Kroger a competitive edge against other stores that are similar to it. A large aspect of public relations is reputation management. Corporate branding builds Kroger’s reputation because it sets this superstore apart from other in that its brands are exclusive to the store. There is something that people love about private brand items. Kroger does a great job of naming their brands in a way that intrigues consumers. People want to buy the best for their family, so using words such as “selection” and “preferred,” they feel like they are getting the best of the best.
Kroger’s “Private Selection®” and “Private Selection (PS) Organic™” brands are both very popular because the products included in these two categories are not only sold only in Kroger superstores but they include 11,000 private label items. The Kroger Co.’s private label groceries represent approximately one quarter of the company’s grocery sale. The “Private Selection®” brand is also a part of Kroger’s corporate brand product quality tiers. This tier includes premium quality “designed to meet or beat ‘gourmet’ or ‘upscale’ national or regional brands.”
Kroger uses the brand name itself “Private Selection®” to enhance its image. This title lets consumers know that this brand is what your family deserves, the private selection that only you and another elite few customers have because it’s so private and exclusive. I’ve said it before and I’ll say it again, whoever hires those PR people at Kroger, top shelf job because I’m buying what you’re selling, and clearly millions of other people are too.
