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EUJNKV & EUJNK IJNJCDIDN[

:.:

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2/17

Sajt os j erjnk8

@hr tad Jidrofjn Ijrldtonc Jsshfojtohn!JIJ/" j erjnk os j njid" tdri" socn" syiehb"hr kdsocn" hr j fhieonjtohn h` tadi" ontdnkdkth okdnto`ytad chhks jnk sdrvofds h` hnd sdbbdrhr crhup h` sdbbdrs jnk th ko``drdntojtd tadi`rhi tahsd h` fhipdtotohn.

[adsd ko``drdnt fhiphndnts h` j erjnk tajtokdnto`y jnk ko``drdntojtd ot jrd erjnkdbdidnts.

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3/17

Sajt os j erjnk8

Ijny prjftofonc ijnjcdrs rd`dr th j erjnk jsihrd tajn tajtjs shidtaonc tajt ajs jftujbbyfrdjtdk j fdrtjon jihunt h`jwjrdndss"

rdputjtohn" prhiondnfd" jnk sh hn on tadijrldtpbjfd.

Sd fjn ijld j kostonftohn edtwddn tad JIJkd`onotohn h` j erjnk wota j sijbb e jnk tad

onkustrys fhnfdpt h` j Erjnk wota j fjpotjb e.

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4/17

J erjnk os tadrd`hrd ihrd tajn j prhkuft" js ot

fjn ajvd koidnsohns tajt ko``drdntojtd ot on

shid wjy `rhi htadr prhkufts kdsocndk th

sjtos`y tad sjid nddk.

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5/17

Vhid erjnks frdjtd fhipdtotovd jkvjntjcds

wota prhkuft pdr`hrijnfd< htadr erjnks

frdjtd fhipdtotovd jkvjntjcds tarhuca nhn)

prhkuft)rdbjtdk idjns.

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6/17

Say kh erjnks ijttdr8

Sajt `unftohns kh erjnks pdr`hri tajt ijld

tadi sh vjbujebd th ijrldtdrs8

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7/28/2019 BRANDS & BRAND MANAGEMENT

7/17

Oiphrtjnfd h` Erjnks th Fhnsuidrs

Okdnto`ofjtohn h` tad shurfd h` tad prhkuft

Jssocnidnt h` rdsphnsoeoboty th prhkuft ijldr

Uosl rdkufdr

Vdjrfa fhst rdkufdr

]rhiosd" ehnk" hr pjft wota prhkuft ijldr

Vyiehbof kdvofd Vocnjb h` qujboty

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8/17

Udkufonc tad Uosls on ]rhkuft Kdfosohns

Fhnsuidrs ijy pdrfdovd ijny ko``drdnt typds h` rosls on

euyonc jnk fhnsuionc j prhkuft7 @unftohnjb rosl[ad prhkuft khds nht pdr`hri up th

dxpdftjtohns.

]aysofjb rosl[ad prhkuft phsds j tardjt th tad

paysofjb wdbb)edonc hr adjbta h` tad usdr hr htadrs. @onjnfojb rosl[ad prhkuft os nht whrta tad profd

pjok.

Vhfojb rosl[ad prhkuft rdsubts on diejrrjssidnt

`rhi htadrs.

]syfahbhcofjb rosl[ad prhkuft j``dfts tad idntjbwdbb)edonc h` tad usdr.

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7/28/2019 BRANDS & BRAND MANAGEMENT

9/17

Oiphrtjnfd h` Erjnks th @oris

[h `oris" erjnks rdprdsdnt dnhrihusby

vjbujebd podfds h` bdcjb prhpdrty" fjpjebd h`

on`budnfonc fhnsuidr edajvohr" edonc ehucat

jnk shbk" jnk prhvokonc tad sdfuroty h`

sustjondk `uturd rdvdnuds.

:.?

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10/17

Oiphrtjnfd h` Erjnks th @oris

Okdnto`ofjtohn th soipbo`y ajnkbonc hr trjfonc

Bdcjbby prhtdftonc unoqud `djturds

Vocnjb h` qujboty bdvdb

Dnkhwonc prhkufts wota unoqud jsshfojtohns

Vhurfd h` fhipdtotovd jkvjntjcd

Vhurfd h` `onjnfojb rdturns

:.:=

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7/28/2019 BRANDS & BRAND MANAGEMENT

11/17

Fjn dvdrytaonc ed erjnkdk8

Tbtoijtdby j erjnk os shidtaonc tajt rdsokds ontad ionks h` fhnsuidrs.

[ad ldy th erjnkonc os tajt fhnsuidrs

pdrfdovd ko``drdnfds jihnc erjnks on jprhkuft fjtdchry.

Dvdn fhiihkotods fjn ed erjnkdk7 Fh``dd !Ndsfj`d/" ejta shjp !Khvd/" `bhur

!]obseury/" eddr !Eukwdosdr/" sjbt ![jtj/" hjtidjb!Zujldr/" poflbds !Ihtadrs Udfopd/" jnk dvdnwjtdr !Eosbdro/

:.::

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7/28/2019 BRANDS & BRAND MANAGEMENT

12/17

Jn Dxjipbd h` Erjnkonc j Fhiihkoty

Kd Eddrs Crhup jkkdk tad parjsd J Kojihnk

Os @hrdvdr

:.:5

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7/28/2019 BRANDS & BRAND MANAGEMENT

13/17

Sajt os erjnkdk8

]aysofjb chhks

Vdrvofds

Udtjobdrs jnk kostroeuthrs

Hnbond prhkufts jnk sdrvofds

]dhpbd jnk hrcjnozjtohns

Vphrts" jrts" jnk dntdrtjonidnt Cdhcrjpaof bhfjtohns

Okdjs jnk fjusds

:.:6

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7/28/2019 BRANDS & BRAND MANAGEMENT

14/17

Oiphrtjnfd h` Erjnk Ijnjcdidnt

[ad ehtthi bond os tajt jny erjnknh ijttdr

ahw strhnc jt hnd phont on toidos

vubndrjebd" jnk susfdptoebd th phhr erjnk

ijnjcdidnt.

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15/17

Erjnkonc Fajbbdncds jnk Hpphrtunotods

Vjvvy fusthidrs

Erjnk prhbo`drjtohn

Idkoj `rjcidntjtohn

Onfrdjsdk fhipdtotohn

Onfrdjsdk fhsts

Crdjtdr jffhuntjeoboty

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[ad Erjnk Dquoty Fhnfdpt

Nh fhiihn vodwphont hn ahw ot sahubk edfhnfdptujbozdk jnk idjsurdk

Ot strdssds tad oiphrtjnfd h` erjnk rhbd onijrldtonc strjtdcods.

Erjnk dquoty os kd`ondk on tdris h` tadijrldtonc d``dfts unoqudby jttroeutjebd th taderjnk.

:.:0

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Vtrjtdcof Erjnk Ijnjcdidnt

Ot onvhbvds tad kdsocn jnk oipbdidntjtohn h`

ijrldtonc prhcrjis jnk jftovotods th euobk"idjsurd" jnk ijnjcd erjnk dquoty.

[ad Vtrjtdcof Erjnk Ijnjcdidnt ]rhfdss os

kd`ondk js onvhbvonc `hur ijon stdps7

:. Okdnto`yonc jnk dstjebosaonc erjnk phsotohnonc jnk vjbuds

5. ]bjnnonc jnk oipbdidntonc erjnk ijrldtonc prhcrjis

6. Idjsuronc jnk ontdrprdtonc erjnk pdr`hrijnfd

;. Crhwonc jnk sustjononc erjnk dquoty

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