MARKETERS WARNED OF SHIFT IN BRAND POWER

ORLANDO, Fla. -- Marketers of national brands had better start worrying about private label.That's because changes in the marketplace will spur the growth of store brands, according to an analyst who follows supermarket chains. "The combination of [retailer] consolidation and marketing vision is leading to a fundamental shift of power in the supply chain to the person closest to the customer, whose

ORLANDO, Fla. -- Marketers of national brands had better start worrying about private label.

That's because changes in the marketplace will spur the growth of store brands, according to an analyst who follows supermarket chains. "The combination of [retailer] consolidation and marketing vision is leading to a fundamental shift of power in the supply chain to the person closest to the customer, whose brand the customer increasingly trusts -- and that is the supermarket retailer,"

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