Supermarkets have long been the purveyors of others' brands, but some now see the opportunity to become more like brands themselves. The success of chains like Whole Foods, which had a strong brand image in the minds of consumers as a purveyor of high-quality, healthful foods, and Wal-Mart, which also has brand-like attributes associated with its banner based on its low prices, have left traditional food retailers trying to stake out some space for themselves somewhere in between. ...

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