Sir: Will Carter articulates well the juggling brand manufacturers must do to succeed (‘Will inflation be the death of brands?’, 8 September, p20).

It has ever been thus and has become more acute with competition from own label. Such competition is particularly challenging when your competitor knows your plans, controls the price difference between its and your product and controls in-store communication.

retailers must also juggle to succeed. An over-emphasis on price that deprives brand owners the ability to innovate, communicate and excite shoppers will soon lead to consumer disinterest and no growth. This is one clear reason why the GSCOP and forthcoming Adjudicator should be good for the industry.

John Noble, director, British Brands Group

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