For the purpose of meeting the goals and objectives of this assignment, we will be choosing two brands of retail stores such that one is strong and the other one is not and then after comparison and contrasting, we would propose a brand plan for the less successful retail store. Brand equity and brand portfolio of both the retail store will be analyzed in much detail. Let us look at the comparison and contrasting of the chosen retail store. We have chosen Walmart as the successful retail store and Safeway, Inc. as the less successful one.
Walmart
We know that ...