You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Why Kmart Lost the Attention of Discount Shoppers In a World Where Rivals Can Match or Exceed Its Price Promise, Kmart's Brand Meaning Has Lost Its Relevance By E.J. Schultz, Published on March 19, 2012 8 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.