Campbell's has taken the soup product category and subsegmented it using multiple segmentation approach. Each category caters to a specific market. Lets emphasize one product - the YES brand. The Yes brand is quite unique. They created a brand that stands alone. Notice the packaging. The company name is not prominent. Same with some others. In essence, the strategy is individual brand level. What do you think the rationale is behind this? The name Campbell's is synonymous with soup. Were they looking to create a new brand category