Original article by Sue Mitchell
The Australian Financial Review – Page: 11 : 30-Mar-16

Marketing Focus’s Barry Urquhart says Woolworths will need to market a change in branding for its entry-level private-label products in the same way it markets national brands. Woolworths intends to phase out the Homebrand name in favour of Essentials, in a bid to counter perceptions that the private-label products of rival grocery chains are of better quality. Melbourne Business School’s Mark Ritson says Woolworths should also seek to reposition its other private-label brands.

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