Prepared By Jim Hertel, Managing Partner, Willard Bishop

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At the same time that brand marketers have been investing to make their retail relationships more strategic and collaborative, retailers have been investing in Private Brands which directly compete with National Brands and realizing tremendous success with them. At least for some marketers, this situation is cause for concern, and is confusing and frustrating. Successful resolution to this situation will depend in part on changing attitudes and behaviors among both branded suppliers and retailers/

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