1.   Another kind of price competition between supermarkets is in the extent and diversity of private label offerings, so-called store brands.

2.   Prepare a list of six food products that are available as store brands, generic brands, and national brands.

3.   Store brands are cheaper than name brands.

4.   And unlike the numerous store brands, whose market share has fluctuated widely in recent years, Drypers products have made steady inroads against the entrenched leaders.

5.   -- Look for store brand or private label versions of national brand cereals.

6.   A few stores still had inventory, but prized shelf space was being usurped, sometimes by Frito-Lay, sometimes by store brands or other small labels.

7.   But Manning says that is just a start for his product, sold under store brands and under the names Babymil and Babysoy.

8.   But one recurring challenge has been to build customer awareness of store brands, a problem Cherokee hopes to overcome.

9.   Cheap store brands generally do just as well as big-name brands.

10.   Co-branding has accelerated as name-brand products face competition from lower-priced store brands.