Wal-Mart, JCPenney use experimental branding to reach new audience

Dallas Morning News: Last month, Wal-Mart Stores Inc. mailed shoppers a 33-page Canopy catalog and launched the Canopy brand Web site. Online, the find-a-store function leads shoppers to Wal-Mart locations. The catalog notes that items delivered to Wal-Mart stores have free shipping.

But the Wal-Mart name scarcely appears, by design.

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