BOOSTING BRANDS

Whether they're distributed through non-competitive retailers, used as a vehicle to promote philanthropic endeavors or co-branded with national brands, private-label products are behaving more like their national-brand counterparts. Industry observers note that retailers' desire to boost their company brands in an increasingly competitive marketplace is inciting the trend. They are no longer content

Whether they're distributed through non-competitive retailers, used as a vehicle to promote philanthropic endeavors or co-branded with national brands, private-label products are behaving more like their national-brand counterparts. Industry observers note that retailers' desire to boost their company brands in an increasingly competitive marketplace is inciting the trend.

“They are no longer content to just put their name on the product and say ‘I'm the retailer, here is my product a

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