Why every Costco product is called 'Kirkland Signature'.

Why every Costco product is called 'Kirkland Signature' Your Name Subject and Section Professor’s Name March 20, 2024 Understanding how organizations build their brand is vital, especially due to the increasing competitiveness of today's markets. In this article, the author would like to discuss Costco's decision to label all its private-label products as a strategic approach to reaching its goals. Overview of Costco's Branding Strategy: Costco has always been one of the household brands for almost every American consumer. With its highly affordable prices and the vast array of products, including food, household goods, and electronics, the company has built a strong reputation for being a go-to for all consumer needs and getting highly competitive prices. Accordingly, one of the relatively recent moves the company has made was to label all of its private-label products under one label – Kirkland Signature. In fact, this move was reported to have helped the company to get up to $58 Billion in sales for 2021, which is higher than other companies like Hershey (HSY) and Kellogg (K) (Meyersohn, 2022). According to Meyershon (2022), one of the main reasons Costco's private-label product succeeded within the market was its assurance of consistency and high quality, despite its relatively affordable value. As such, the succeeding sections will discuss Costco's emphasis on maintaining strict quality control and sourcing products from reputable suppliers to ensure customer satisfaction and trust in the brand. Contrast with Walmart's Branding Strategy One of Costco's largest competitors is Walmart in the United States and other territories where the two companies have their presence. Accordingly, what is notable betwee...