Kroger is in more than 34 states having 3,619 direct or subsidiary stores and is amongst the 20 top most reputable companies in America. They have around 338,000 employees and are privately held but gives employees ability to buy stock in the company. The company has maximum share holders as compared to all the competitors in 35 states. Overall company position remained at number one or number two in successive years. The company’s main advantage over the others is its brand equity. Kroger’s unique branding approach includes banner brands, Kroger value and private selection. Three tiers approach the company enables the provision of its services to maximum group of customers. Almost 43 % of private labeled products of the company are being manufactured