INITIATIVE 4:Build a Brand

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

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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