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As retailers respond to increasingly competitive market conditions one of the most evident shifts is retailers becoming marketers of their own brands. Retail Leaders are already advancing in this area with: a clearer brand architecture,organizations with marketing disciplines as well as updated marketing mixes to target and reach relevant shopper segments. The end result is retailers marketing store brands or private label brands in the same manner and discipline as the vendors manage their consumer brands.

As retailers respond to increasingly competitive market conditions one of the most evident shifts is retailers becoming marketers of their own brand(s). This strategy addresses the store brand strategies to drive loyalty and sales.