NEW YORK -- Brand marketers thinking of changing a package design should first consult with consumers, distributors and retailers. By doing so, the chances of producing a winner that increases brand equity will be greater, according to Cynthia Ziemer Burke, director of marketing at Mott's USA division of Cadbury Beverages, Stamford, Conn. "It will surely be a package that will increase sales, and that has to be your bottom-line objective," said Ziemer Burke. "People shop the shelves. They ...

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