House marks and its hidden importance.

By Giselle Ayala Mateus and Daniela Iguaran

Think about your top-of-mind brands in the detergent category, what comes to your mind first? It may be Tide or Persil, but I am pretty sure you don’t really know what is the company or brand that manufactures and distributes these products. Well, in the case of products that are part of the large portfolio of goods this is not uncommon. That brand that…