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Date

aECTION-A

Tost
sna d brand manbu a s h e phrase Lyine
wwd maaimum)ut
ht_ecabsulal_ h enlzu
berileniny platlormtha camnmpeltuham
bnuentnci peunls denheu tha bai
hanl 4 euunyling elk_abau gau biard)
wnin pn theught l _ a thnee cenepanls
ard thene gmanbas

NikaAuthenli Athati lenfamancu

One a th bkdt bnan manbus a all
Lme duulspre k kub maakeling nput
Scetd Beelbuny n he 198OS(edbun aruall
Lani Ihe bbnass bsand mantu The ih
bnan uas en hach bicausi d duertiales
ihe bnon! nam iks main Conmpeluilha_at Tha
Lim Cdesbok),tn al glnuunely maupie/ Nike
emplayees
ny n amily érlJainment
hdainy Md gmaqical_maul hau
nehos mad u n botlnbut h brand
omanbu als chAcll! th_lals -uay dn
ouical Ln Onslninau beuuenpiul Alny194233
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mankiung
bnand.
mocuna
ocm
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didnt wnalind J
itt :
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mw bhan lachune
achine
mambru_
nateuunlhy n ue
buinskny- Ahullguby Cmbunmy AAtudlL
ncompauble_is alleibLbs_en heneik umngl4
ant b
bonedib
brlouny slatumeni
44un_Jayl_ satumend ua AmLiss_olssniklin
mukel _ uull_ s
bicliua_chou a uantt
benciuo briaad.
Lemps lln
mkAf_ t

Acccng le e TiL
maimly ocusd
high beioniayhy
pinhornac a
nyanuulion atecl
hocu Lombany aumcl_atdeulspiy
uhich a chuleh
chuemh
eall i slakahaldea. Cuil lbo clale ualul
Thy ar aluay
Llom onl deliuen
nlcsin hm) ualu,
Ahene Aigh puparenaw 4paluly_aml sulsloclen
s themsa lues an inuidual
AQim high sendune
ad aa å leam

A
LA1233
 cIASSMAte
Date
Page 03

ocaLcla
1hu lnclianalAf!_eerink COmhumyubis-
slanted n ih yl 1996
1g50llmlike ahen
uinages plians LscaLola hnoduclh nspihe
happiinAs omil make_ hesilusdilsnna
n Customns ius rd Ihe bramd t h e
inhnaily hecubad nh alL CAnsImmns

and Cuslime

u a claskicbramd hul uilh_

J umbilil on a Anesh madm lah1
Ahee
h Combony'smarkellni cunusLny ampuunyy
clcuays Lcuy- Inu l t h branels jdenily
ebrekhiy Con Jun u i l e
heailue eapeincas LonsLmiRshausuhen
lnjayuny LoC ola beuwrng LocaLolu
Lnajälni happin perilily

Lwm
194732
 clASSMAte
Date
Page: 4

2
ANA auic dake inhs bnand equuly
medel selentilies hint brord eguilyLmpsmlb

ÉourTyLoesA

RANA (R ANA ECEVTVO RADIe OThER

kayALTY AuAANE4 UALIT AA5OCKAT1OS
TAA

s Marond koyally
The exlint _uhich pegpl e loyalta a
knand ia theAollauuny harlo
-Aclucd mankelin clhanging n l a layal
LuAtomes chiakn ah "Sarmiy poknisal
huLuslemes

Ihack leuenage _ layal cuslemesopeADn_a

Atablesnke eRuLhe t dialnikulue
tnads )

tasling nlu_uAlmen4Lunhenl Luslemer a

an holhosut pami uannls_al her l19133_
 cIASSMAte
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bnin hu Customu)

Cum 1u ehhend Jo compelibu Lhraab Jayul

uslomlhs hat anl na quick Jo sch brarde
em a Combany mon ima lo azpen u
Lompeuius thrtab)
ánand Auahn

h ealint louhich _ bnaml is raun_aey

he bublic wbich Lam b measndusinp-
the pallbunyparomils

Anchen uhich_assocIelie Lan bi_elachul

Cdehendiny on thstrtmgl th branel nami
mou e wen assacialens Can bialachid ta
kLuhish miU n Tunn, euunlueallyinflancek

umilinll and ikimylonsumes

pailue aluuele lsuandsa brand , uul talk
and sbread bnan auannls)
ohgut ik nou
sgmmiiment l a brund
Lgnal okubslanu
be
be cmáicloe!cluunyth punewsing
|nane le uwwwt entnlclats h i bardhem
hrscus
pant eakid stt a randsin_u Lokum
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 cIASSMAte

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iteecoiud Qualib
She_erlint lo uhich a brand A s8naicesd
LGnucderd

brauicle ucity raducbb LAn

miabune
basis alluun4-
Cnitenia

by t productlbrand
lhe qualts olhuu
bu
dilpeniulkonhesihenn sllalusn
l ccmloelrybrans

Lempl laa
hnacuct becomesmnu
c
Ahis,al sltis_A at
play LenAumeL n
ualilyincicolen)

channebLlanaum4
in dilinant suley
AuailahilL
henczhluisn brands a
a highen yulilly
anubh).
wweloly
e a l m i e m s h i ac a n
aline/ brand
The ruhba lhe brand
and Akrds J a a Lekai
JolL_tho Lensume cpplucukl h a uude
unanlee at
ualily
sAalo)

194733
 clASSMAte
fatn

zand Assscialom
Asascialiens kuigenud hy a brandson hu
an Lellbuun
Lndicatar4

heehnt uhich a hard_namib sh-

lozednieueasseciahons nom h2 cAmsumina
baaun

which assacialhen Lelnbuid

h eini e
cdilpnankukon
n_helahen le cenmpeluen
brenal
wizhasseciakien cenlhikut ia
The z n i _
bnanel 24ACIALshs pays
he ealnt touhich
holl n hebuyirgproc)

he_enlns_ uhich brundMAOcialna

Lnialk poriliun all ndalheulirgs

nane exlenlisns
he numhea
Manhit

191733
 clASSMAte

PC

hua Propnielany Au
aLamplis a n batnts amd inlllncual_þrekasly
igkls, elaiery th tada bantnera, ond uinknls
|Lanling Alos

* Example
Thehiat_enampl branel equuily uill s
Appl bicaas all thpreduch ahple
n simikko l m a lalur
bnands clumanil isleminayllyangl
Lempay4's Þremum_a Amsn
huaheut_
gheut the Censumenlech ndZatzy

tsns)nlignaled markehd mankiuny cemamunicalans

a a simole Loncypt emsuts thet allL
Jsrma
2mmunicoauansamd messagls a Canelully-
Vinke Logethea hene ane 1 Lyhes o untugzilun
AdunainPablic Malalions, sale Prsmalisn, enssniul
Aduunleim Mankeling, unt Mwwklin,secial
bellia
bellisy nect
Mankilng, dnnnhManklny Msbils Mankiis
Madii
eaming24 inlegnals
Lommuucalle

Liaa33
 cIASSMAte
Date

|Page 9

Pchsenad álling
ensaral Ailliny inclucles al_bunaon-lo plsa
ulh hs hupss
Lanlat i t h CUslomi

inneducimg tibreckuct the LNawmla-

CAnumcim him 1 hen thpracluch ulueau-

hnsnalslL
Llasuny Lhale lhi holh rjaugaisndiprte

nem nganizalen
ndwne an suze h Combny,
snius
the uncluslayrd thabnaclucbnlculluOs
i mankiln. lany mankilny
healizsIhat botAbcl asd hen sals
heki ganizala,
actas baleaperáen
lmpleyp ne udy hutperhehs
un_on y_
n u munkilny
supbent cenlonbsn
predk.clocd qhedlln _embhass bunyplacd
ezculue pOTsonulAliny
solb mugemnt 4
o n _ n y s lthin
hia hromouanal-
bNAmshsnal
sngunizaian than
ton ThosR nganuyalons hau launcad
gmi elemant
blsALAN t t sheu emplayshu
raininy u ñgun/alisa
sct as Aalusbensen I h e i n nnkssarul
LmpreuL hein k n s o r n L
hAw uy con
ane
nt
nu hraspLh
CuslemoA
Alls_ith
ragnams_nU HLUuad lmhlella
onplsyeL_ and

PonaomalsLlln th gnast elpuclue ay lu

inlperssnd
etan _lhu nhensSrl
mak a bule palespenseand
haleabenA@
ge
and hen
L o m m u n i c a l l e n _ i t u n t n

194123
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 cIASSMAte

Pago

lirct arRiling
ruet markelng, he alelest fenm -
PRACY ommiunwalny
manklins i L
_clineciy th longet CuAlomi
Hlubana elhhons, muil, ehsinoil miens
pensonal s i l hons dined markelny
uhalesalsmonufuclune o
Lnlucle olalea
henucL bnudh md Ih
mhods inclucdiny dinect maul, kumuskilny,
acdunksiny Laline Cempulta
_dinncHApAnss_
Ahspkiny suuLA cabli shebbins heluetks
hackLlionuly nat iue
md insomincials premaluenul mie diet
an elument un l
pnemlisn n ih Lut 25
maaklny- an
mankelinguich
yeas Asbacs
inct
dinie
upesLadualtauny anl
ummlauceb
eiaect HpsnsL adubliay meul adunlai
ain
well_Ls
Lechiuikies nlcosdeny henIhein implemllon,kauL
alcomhaniis
hy urluallyal
hlen aclsple 6raduch,seuuics,
in man alng

bicsmiAn upsalia.!_
ncl Manheuing4 hosMaRLlungAOMMUMicalie
uut pat mony
 ClASSMAte

Date

Personall9ike the1dea gUy

acuntiuin
ith honbane Aelloy
Aac

man_ u e s l LONLRNLL Jha culsmin h

pnedt_uhen_balssman ÁLs-
huying m
Aula
ComLom 9d-

te Jdback _al AamA_ wme

LOMULmtLuy
Sntegralbs makiay-
 cIASSMAte
Date

AkCTTON2

cAno Accordin9 Case slucly ue all hau

dhat MagaL& was bannid lh tas 204S
uhich hug los h
APmpami320 nosBecausA A ben
Jhe mpany has o _doslnag hausand tesns

Lempillens aklela sgmpailh them.

Arcadin9 stu ue Atnalei
LAsuLs ituahn

kacko onwsight
Lompany- alhicials did nst_haus
Sniais manajemlat plan hy cud nat , a LAulel_
alemha
Lalengilciu

iQunleskod lunad faclou

Mug4i_did nt Consdes lhi secialL
palica LL a PR _chiis n neliu, a
caunlycolened b ib Loloaial_put an
AkepLicm mulu- nalonul_Arpnallian

19423
 alASSMAte
Date:1 3

Ans as ging gunJAL hppenhunil, t

selecte Anmouuliuu sLubgle bnanuliny
Ailbiali hen i l l 4 itk Pnpas
Lenpiliu alanLAA.
nbe
Eupayhnand makasa_ prezn Bu
anankebluce i wh csnimu Lnpdn-
budgslar ugilune hish
nat thut sohiraks
m brond but hauury
elspiminy
UhilLundenalamuiag whut yaun busume pwmA
ncOSA wwhendefniyyn bnanel
pslinimngy aneunJush
why ou Lake

dKEAsiaio
hut alu laCpal u belln_eneda Lide
Ti ahpnsach apbelary apsarlial
Culom0y domensdralhs thei
CEMMtmlnt
IA Bnsnuidesg ulue kysnd
Lhe

L1a1K3
 clASSMAte
Dete
Page

i)ompulitu Aunmma)
LakL the COmplilian
mproue
gLculen ualue
yun euun
butgy
sbrultgyand Czlut
LLnall braml

qheak enonple hau la imbnagaua

bnaelh m eun Lmhrlil

Uhen hipz aula s lhis quslien b

hi uuilinn hsllouuny ga ui didn'z
missubutand playull nuphendel i
Miulebehone amimps hud a churc Ja

The nelL

191433