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SAFEWAY READY TO UNVEIL NEW `BRANDING' CAMPAIGN.

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Byline: Jon Springer NEW YORK -- Safeway's brand strategy is going public. Speaking at the Banc of America Securities Consumer Conference here last week, Steve Burd, chief executive officer of the Pleasanton, Calif.-based retailer, said Safeway is preparing to launch "a redefinition our of brand" to the public in coming weeks.

The launch will deliver a message he said will distinguish Safeway's shopping experience, atop ongoing efforts inside stores to brand proprietary product offerings. "What we're all about is branding that shopping experience ...

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