LETTER TO THE EDITOR

Brand Management Minimizes Riskmn by David Orgel in SN, 11/26, Page 8, countered the view of a financial analyst who said that retailers shouldn't take on the costly risks of getting too deeply involved with store brand management.I know from my extensive food brand management experience that those who manage brands are given budgets and profit and loss guidelines that must be met annually. That minimizes

Brand Management Minimizes Risk

mn by David Orgel in SN, 11/26, Page 8, countered the view of a financial analyst who said that retailers shouldn't take on the costly risks of getting too deeply involved with store brand management.

I know from my extensive food brand management experience that those who manage brands are given budgets and profit and loss guidelines that must be met annually. That minimizes risk.

The analyst doesn't need to be concerned that super

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