Operations at Tropicana's newly opened research center provide insight into how commodities can be transformed into premium brands. Tropicana Pure Premium, dubbed "Not From Concentrate," is the No. 5 retail brand on the grocery shelves today. That means that just four brands have greater consumer recognition—Coke, Pepsi, Campbell's Soup, and Kraft Cheese. The brand is No. 1 in New York. Orange juice concentrate is traded as an agricultural commodity in the pit of the Chicago's Board of Trade Futures Market. How did Tropicana Inc. take a basic commodity and transform it into a giant, premium-priced retail brand?
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机译：Tropicana新开设的研究中心的运营提供了有关如何将商品转化为优质品牌的见解。 Tropicana Pure Premium被称为“ Not From Concentrate”，是当今杂货店货架上的第五大零售品牌。这意味着只有四个品牌获得了更大的消费者认可度：可口可乐，百事可乐，坎贝尔的汤和卡夫奶酪。该品牌在纽约排名第一。浓缩橙汁作为农产品在芝加哥期货交易所的市场中交易。 Tropicana Inc.如何获取基本商品并将其转变为价格昂贵的巨型零售品牌？
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