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 ...

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