By  on January 21, 2010

Target Corp. is going back to emphasizing its Target-ness.

Wal-Mart Stores Inc.’s positioning as the country’s rock-bottom low-price leader has put it in an enviable position during the recession, which left Target frantically scurrying to change its perception as the “upscale” mass merchant with an emphasis on great design and the price premium it implied. Target shifted its advertising message from highlighting the “Expect More” part of its “Expect More, Pay Less” brand promise, to playing up the “Pay Less” aspect.

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