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White Paper: Brand Architecture - Managing Large Brands at Retail « White Paper « Industry Resources « Downloads
|Date posted||February 12, 0002|
For many small brands, the primary challenge at retail is simply to “break through clutterà and create an opportunity to sell. For larger brands with several feet of shelf space, such as Tide, Colgate and Campbellås Soup, visibility is rarely a problem. The challenge these brands face is that of organizing their many offerings in a way that facilitates shopping and maximizes profitability.