Question: Brand Portfolio management HELLMANN'S HELLMANN Master brand is a core concept in Brand Portfolio Management. For example, Unilever's Bestfoods division took one of its more

Brand Portfolio management HELLMANN'S HELLMANN

Brand Portfolio management HELLMANN'S HELLMANN Master brand is a core concept in Brand Portfolio Management. For example, Unilever's Bestfoods division took one of its more formidable brands, Hellman's mayonnaise, and positioned it as a master brand in 2003 (see picture above) Please discuss the concept of master brand and explain how does the concept of a master brand fit with brand portfolio management

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