For consumer products companies these days, holding on to consumer loyalty often feels like a losing proposition. Gone are the days of network TV media buys that could position your product with the entire nation. Consumers now have new ways of learning about your product—and of shaping brand perceptions—by posting reviews, blogging, and using social media. Add to this the widespread economic strain experienced by families, and it’s no wonder that retailer private label goods have flourished at the expense of national....

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