Word: branded
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Dates: during 1950-1959
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Hired part time, Bach crammed a tiny photo lab into the auditorium dressing room. Soon "Bach's Boys" were rushing about, shoving big black boxes in students' faces and yelling, "Hold it!" Other teachers were shocked at Bach's brand of pedagogy: he encouraged playing hooky on sunny days-with a camera. "Go get the picture," he would say. Bach badgered officials into buying extra film, gave his budding photographers more than most daily newspapers allow their regulars. He ceaselessly sent his boys to football and basketball games to get realistic pictures (blur was just fine...
...National-brand advertising draws the customer into the supermarket," says the marketing director of a national dairy-product maker. "But once in the supermarket, the customer can be subtly-or not so subtly-pressured into buying the same kind of food under a private-brand label...
Supermarkets often shunt private labels to bottom shelves, place their own house brands at eye level. National brands are often stocked in insufficient quantities, and money from national-brand cooperative advertising has been known to find its way to advertise private brands in local newspapers...
...shift to private labels has often been aided by the national-brand makers, who offered profit margins so small that supermarkets were forced to turn to private brands. "Take the case of detergents," says pro-national-brands Paul Willis, president of Grocery Manufacturers of America. "There's as much as a 40?difference in price on some sizes at the distributor's level." The reason: manufacturers with more capacity than orders take on a job of putting out a big-volume private label without allocating their production costs realistically...
...tough has the competition from private labels become that some national-brand makers turn out both, in the hope of lowering overall production costs and gaining a more favorable reception for the manufacturer's name-brand products. In many cases the quality is exactly the same, but the price is lower. B. T. Babbitt, cleaning-products maker, markets its Glim liquid detergent to some distributors to retail for 69? per 22-oz. bottle. It also supplies them with the identical product under the Sparkle label to retail for 49?. But in many a private brand, the lower price reflects...