RACINE, Wis. -- What's in a name? Plenty, if you're a small, independent retailer operating under the Ben Franklin banner. Supermarkets participating in the Ben Franklin licensing program, many of them in sparsely populated areas in the Midwest, are benefiting not only from the franchise's high name recognition in that region, but also from the program's strong seasonal and general-merchandise promotions. "The name value is very important. We're in a rural community, and it's a name that ...

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