Shuffling Store Brands
Amidst increased competition and commodity pressures, retailers approached private brands as a means for survival. Safeway did so by establishing a private-brand innovation model that borrows from national-brand developers and their focus on quality, while leveraging the assets that are unique to retailers. To help improve Americans’ overall perception of private labels, Safeway encouraged other retailers to do the same. Private-brand marketers also consolidated corporate ...
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