Some retailers are beginning to "think outside the box" when it comes to marketing private-label grocery products, but trend watchers say that supermarkets could be doing a lot more to enhance the image of their store brands and could work harder to brand their stores. Some of the innovative strategies that retailers such as Kroger Co., Safeway and Ahold have used include publishing their own magazines, in which they promote private-label products as well as their stores. And some chains, ...

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