Is "Great Value" Trademarked​?

At first glance it seems like a generic phrase, yet Walmart has successfully trademarked it. In this article we explore how Walmart secured exclusive rights to the phrase, the legal principles that allow companies to trademark seemingly common terms, and the limits of such protections.

A trademarked legacy of Walmart since 1998

"Great Value" has been a Walmart brand since 1993. It was officially registered with the United States Patent and Trademark Office (USPTO) as early as 1998. This trademark is one of Walmart's most recognizable brand identifiers.

The mark covers a staggering range of products, including:

• Food coloring,
• Laundry detergent,
• Candles,
• Disinfecting wipes,
• Light bulbs,
• Toilet paper,
• Disposable dinnerware,
• Cooking oil,
• Drinking water,
• Paint,
• And industrial oil. 

Essentially, Walmart has secured the trademark for a lot of different products. They use it not only as a unique identifier for their brand but also to convey what they offer - great value.

How brands trademark generic terms

It all comes down to a clever legal trick called "secondary meaning." Here’s how it works: over time, if consumers start linking a generic term to a specific brand, that term can gain a "secondary meaning." In other words, it stops being just a phrase and starts being a brand identifier. And once that happens, bam - it’s eligible for trademark protection.

Take Walmart, for example. For decades, they’ve slapped "Great Value" on everything from cereal boxes to cleaning supplies. When most of us see "Great Value," we don’t just think of a good deal - we think of Walmart. That strong consumer association is what allowed Walmart to secure trademark protection, even though the term itself is about as generic as it gets.

But here’s the catch: Walmart’s trademark isn’t a free pass to own the phrase everywhere. It only applies to the specific product categories they’ve registered - things like food, cleaning supplies, and household goods. So, if you’re running, say, a car repair shop or a tech startup, you could probably still use "Great Value" without worrying about Walmart coming after you. Just don’t try selling toilet paper with that label.

From common words to trademarks: How Walmart and others did it

Walmart isn't the only brand that has successfully trademarked a generic phrase. Other well-known examples include:

• Best Buy: A phrase that could describe any good purchase, but now it’s synonymous with electronics retail.
• General Electric: A name that sounds like it belongs to a textbook, not a multinational conglomerate.
• Office Depot: A term that could describe any office supply store, but it’s now a globally recognized brand.

These companies, like Walmart, have used consistent branding and marketing to create strong consumer associations with their names.

Can you challenge Walmart's trademark?

But what if someone wanted to challenge Walmart's "Great Value" trademark? Technically, it's possible. If a person or company believes "Great Value" shouldn't have been trademarked, they can file a challenge.

However, given that Walmart has consistently used the term for decades and has built significant brand recognition around it, such a challenge would likely be unsuccessful.

Turning generic phrases into recognizable brands

While the term may seem generic, Walmart's long-standing use and the establishment of a secondary meaning have allowed it to become a legally protected trademark. See how brands can transform ordinary phrases into powerful identifiers. It’s all about what makes your trademark stand out. If you’ve got a brand name or phrase people recognize, locking down a trademark can make sure it stays yours.

Additional resources

• How to Choose a Good Trademark (Understanding Trademark Strength)
• Is Super Bowl Trademarked? Advertising Dos & Don'ts
• Is March Madness Trademarked? We've Got the Answer!

Glossary of legal terms

United States Patent and Trademark Office (USPTO): The federal agency responsible for granting patents and registering trademarks in the United States.