National brands--5 tips for success

Brand owners can thrive in the increasingly store-branded environment by heeding the following five suggestions:

• Develop strong partnerships and encourage collaboration with retailers.

• Stay relevant by supporting research and development and market efforts to understand the dynamics of your category, consumers, and the marketplace that are driving sales today.

• Introduce product innovations that are meaningful to the consumer.

• Create unique structural packaging to stand out from the competition.

• Redesign packaging often in response to changing market dynamics.

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