As far back as retail merchandising goes, con sumers have looked to the name on the package or the "brand" to choose the best product. The "brand name" allowed them to identify familiar products in which they had confidence. Over the years, several types of "brands" emerged. There have been the manufacturer's own brands; local, regional and specialty brands; celebrity brands, and the retailer's store brands. To succeed, all have had to have certain common characteristics. First, quality: ...

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