Reckitt executive touts brand strength

07/30/2009 | Brandweek

Rob de Groot, Reckitt Benckiser's executive vice president for North America and Australia, says the company's strategy of focusing on 17 "power brands," including Clearasil, Calgon and French's, is paying off particularly well during the economic crunch. The company invests and focuses on core brands, which customers return to in tough times because "they don't want to buy something, try it out and then find it doesn't work," he said.

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