Branded stations can even extend the brand umbrella over a variety of offerings not traditionally associated with the name. The Betty Crocker Kitchen at the University of Southern California retails the cookies, muffins and brownies the brand is known for. But it also now sells bagels, which is not a Betty Crocker product. "One of the issues was, we wanted to have bagels, and General Mills doesn't really make any bagels," explains Mike Gratz, USC's director of ...

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