Some call Wal-Mart Stores the king of private label. The big retailer's own brand of dog food, Ol' Roy, is so well known throughout the country that many consumers do not realize it is Wal-Mart's own label. "They see it is the best-priced item, it's the product they want, it's merchandised properly and promoted like crazy," said one knowledgeable retailer. Wal-Mart chose not to call it Sam's Choice, its main private-label name. Wal-Mart also has developed a pattern of acquiring or ...

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