SAN FRANCISCO -- On-line grocers need to build a brand identity to market successfully their service to customers, an executive from Shoplink.com said here. According to Timothy E. Guen, vice president, marketing, for the Westwood, Mass.-based company, "Time and convenience is not an ownable benefit, but brand positioning -- offering superior fresh quality food -- is." As consumers attempt to differentiate among on-line retailers, a brand identity "can become a symbol of trust," he said. ...

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