PLEASANTON, Calif. -- Safeway here is ready for its closeup. After putting the pieces in place over the last few months to differentiate its offerings, the company is preparing to sell itself as a brand in 2005, chain executives said at the company's annual investors conference here last week. "We believe we can brand the shopping experience like a consumer packaged goods company brands a product," Steve Burd, chairman, president and chief executive officer, explained. "We're going to ...

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