I wish that worked by my anecdata says otherwise. Walgreen got rid of lots of branded items and replaced them with their cheaper "Nice!" brand products. 7/11 here in Japan has been working on getting rid of brands. They no longer carry branded tea. They are working on getting rid of branded coffees.

Both companiese "seem" to be doing fine AFAICT. Most people I've asked seem not to care. I'd love it if they did care since the store branded products are not as good IMO.