CHICAGO -- Autonomy will be critical to the survival of private-label brands in the 1990s, according to David Wisnom 3rd, director of Landor Associates, San Francisco. "You have to be able to differentiate yourself from national brands other than on a price basis. This can be done by creating differentiation in a category and conveying quality, value and selection," said Wisnom, a speaker at the Private Label Manufacturers Association's Consumerama here. "A brand differentiates, commands a ...
REGISTER TO VIEW THIS ARTICLE - Register for a Free Account
Registering for content on Supermarket News will give youINSTANTaccess to invaluable articles and media content that industry professionals rely on. You will have access to our special reports, feature articles, and industry analysis. It’sFREE, easy and quick. What are you waiting for!In addition you will also receive complimentary access to the SN salary survey data tables.
Attention Paid Print Subscribers: While you have already been grantedfreeaccess to SNwe ask that youregister now.We promise it will only take a few minutes! Or visit your profile and add your print magazine account number and zip code.