It's a new game. The contest for consumer loyalty is getting tougher and more complicated. It's pitting not only supermarket chain against chain, and consumer brand against brand, but also national brand names against the retailers' own names. Now, retail strategists across the country are making the same offensive move: aggressive private-label marketing. It represents a fundamental maturing of how supermarkets see the store brand's role in defining who they are. To score, chains have to ...

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