LETTER TO THE EDITOR

In reference to "Private Label's Public Stature" (SN March 25), wouldn't it be great if retailers really were planning marketing and brand strategies for their own labels? Our experience is that the vast majority have no operating plan for private label generally, or its role in specific categories.s, which rewards stocking as many non-advertised price brands as possible (which compete with store

In reference to "Private Label's Public Stature" (SN March 25), wouldn't it be great if retailers really were planning marketing and brand strategies for their own labels? Our experience is that the vast majority have no operating plan for private label generally, or its role in specific categories.

s, which rewards stocking as many non-advertised price brands as possible (which compete with store brands for the value-motivated customer).

The list of retailers with marketing plans and execution discipline remains a short one, in our view. Category management may help quantify the lost opportunity here.

-- DAVID A. LAKEY director, sales and customer development Pope & Talbot

Portland, Ore.