“We’ve earned the right to call ourselves PetSmart,” said Philip L. Francis, chairman and chief executive officer of the Phoenix-based company. “When we started in this business, we were a mart, offering a wide selection of pet products at low prices. Today, we also offer superior solutions and services for healthier, happier pets.

“The difference between ‘mart’ and ‘smart’ is more than a single letter,” he continued. “It’s a way of being. We are prepared to answer your questions. We are thoughtful in our responses. We are kind and considerate. We are fun. We are smart.”

In conjunction with the launch of the new brand, PetSmart introduced a new national print and television advertising campaign in September. The company also ran an online PetSmart Play It Smart! Instant Win Game offering consumers the chance to win a $500 Smart Shopping Spree and other prizes.

Signs on all new stores will display the new PetSmart logo. Signs on existing stores will be replaced gradually, with completion expected in 2007.

With more than 760 stores nationwide, PetSmart employs 1,500 accredited trainers, 6,600 pet stylists and nearly 32,000 sales associates.

To reinforce its new brand identity, the company offers the SmartPet Promise for all pet training classes, guaranteeing customers 100 percent satisfaction or they can take the class again at no charge. It also offers the PetCare Promise to provide 24-hour care for pets staying in its PetsHotels, and its PetPerks Savings Card for discounts on hundreds of items every month.