"HRCP has been an important partner and contributor to improving results across our key businesses."
M. Carl Johnson, III, Senior Vice President & Chief Strategy Officer, Campbell Soup Company
The Seductive Appeal of the Master Brand Concept
by Jayne Eastman
The appeal of the Master Brand is obvious: take a large Brand and have it cover more categories and consumers, sweeping up volume and generating great efficiencies and improved margins. Except that sometimes it works and sometimes it doesn't.
Learn more about HRCP's philosophy about the Master Brand strategy.
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