Value retailer Wal-Mart is to give itself an image makeover with a concerted campaign to improve its standing with the US public. The world's biggest retailer has increasingly been facing a bout of negative press. Wal-Mart chief executive Lee Scott has acknowledged that the retailer has failed in its efforts to restore its reputation with the US public. The company has faced a series of legal actions and press reports alleging discrimination against its employees, often blaming local managers.

Some US investment analysts believe the bad publicity is one of the biggest obstacles to Wal-Mart's expansion plans. As it moves into new areas, the retailer has been met with increasingly vocal and well-organised protest campaigns from protesters. Scott said the company has started to implement a culture change which will hold employees to a higher standard of accountability for transgressions.