Driving shoppers into supermarkets with national product brands has historically overshadowed food retailers' efforts to drive shoppers into their stores through their own branding efforts, brand marketers said. However, as retailers reach out to their shoppers with new branding strategies, they can look to consumer packaged goods manufacturers to add value to the in-store and shopping experience. "Branding for supermarkets awaits a new kind of relationship between the retailer and branded ...

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