Store loyalty probably precedes brand loyalty by decades. Before Harley Proctor began advertising Ivory in 1881, most consumers depended on their merchants to ensure quality and value in what later became known as "packaged goods." Yet, the ability to establish a true brand identity with store brands has often proven problematic. Following are some examples: Major Appliances: When Sears was the dominant retailer in America, it built customer loyalty with a strong, quality store brand -- the ...

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