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Effective Store Branding

By John Malmo

http://stream.publicbroadcasting.net/production/mp3/wkno/local-wkno-639745.mp3

Memphis, TN – We've all grown up with Craftsman Tools from Sears. I remember Jane Parker Rolls from A & P Supermarkets 65 years ago. There's nothing new about store-branded products from major retail chains. What is puzzling is why it took a century for retail chains to learn that their own brands don't have to be the lowest price and quality in the store.