Académique Documents
Professionnel Documents
Culture Documents
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76\slmult0\tx1795 \up0 \expndtw-3\charscalex100 \ul0\nosupersub\cf5\f6\fs24 11.3
.1\tab \up0 \expndtw-3\charscalex100 Benefits of Global Branding\par\pard\qj \li
720\sb0\sl-360\slmult0 \par\pard\qj \li720\ri1000\sb114\sl-360\slmult0 \up0 \exp
ndtw-2\charscalex100 \ul0\nosupersub\cf1\f2\fs24 In addition to taking advantage
of the outstanding growth opportunities, the \up0 \expndtw-3\charscalex100 foll
owing drives the increasing interest in taking brands global:\par\pard\qj \li720
\ri3198\sb21\sl-458\slmult0 \up0 \expndtw-3\charscalex100 \u-3913?\ul0\nosupersu
b\cf9\f10\fs24 \ul0\nosupersub\cf1\f2\fs24 Economies of scale (production and
distribution) \up0 \expndtw-4\charscalex100 \u-3913?\ul0\nosupersub\cf9\f10\fs2
4 \ul0\nosupersub\cf1\f2\fs24 Lower marketing costs\par\pard\qj \li720\ri2496
\sb2\sl-460\slmult0 \up0 \expndtw-3\charscalex100 \u-3913?\ul0\nosupersub\cf9\f1
0\fs24 \ul0\nosupersub\cf1\f2\fs24 Laying the groundwork for future extension
s worldwide \up0 \expndtw-3\charscalex100 \u-3913?\ul0\nosupersub\cf9\f10\fs24
\ul0\nosupersub\cf1\f2\fs24 Maintaining consistent brand imagery\par\pard\qj \
li720\ri490\sb0\sl-461\slmult0 \up0 \expndtw-2\charscalex100 \u-3913?\ul0\nosupe
rsub\cf9\f10\fs24 \ul0\nosupersub\cf1\f2\fs24 Quicker identification and inte
gration of innovations (discovered worldwide) \up0 \expndtw-2\charscalex100 \u-3
913?\ul0\nosupersub\cf9\f10\fs24 \ul0\nosupersub\cf1\f2\fs24 Preempting inter
national competitors from entering domestic markets or\par\pard\ql \li1080\sb50\
sl-276\slmult0 \up0 \expndtw-3\charscalex100 locking you out of other geographic
markets\par\pard\qj \li720\ri852\sb122\sl-357\slmult0\tx1080 \up0 \expndtw-2\ch
arscalex100 \u-3913?\ul0\nosupersub\cf9\f10\fs24 \ul0\nosupersub\cf1\f2\fs24
Increasing international media reach (especially with the explosion of the \line
\tab \up0 \expndtw-3\charscalex100 Internet) is an enabler\par\pard\ql \li720\sb
169\sl-276\slmult0 \up0 \expndtw-3\charscalex100 \u-3913?\ul0\nosupersub\cf9\f10
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li720\ri2489\sb32\sl-460\slmult0 \up0 \expndtw-3\charscalex100 \ul0\nosupersub\c
f1\f2\fs24 The following elements may differ from country to country: \up0 \expn
dtw-4\charscalex100 \u-3913?\ul0\nosupersub\cf9\f10\fs24 \ul0\nosupersub\cf1\f2
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\ri6331\sb2\sl-458\slmult0 \up0 \expndtw-4\charscalex100 \u-3913?\ul0\nosupersub
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arscalex100 \u-3913?\ul0\nosupersub\cf9\f10\fs24 \ul0\nosupersub\cf1\f2\fs24
Positioning\par\pard\qj \li720\ri1013\sb89\sl-357\slmult0\tx1080 \up0 \expndtw-2
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Marketing mixes (including pricing, distribution, media and advertising \line
\tab \up0 \expndtw-3\charscalex100 execution)\par\pard\qj \li720\ri4765\sb21\sl458\slmult0 \up0 \expndtw-3\charscalex100 These differences will depend upon: \u
arscalex100 encompasses more than one metropolitan market. It may also be a bran
d that is \up0 \expndtw-2\charscalex100 developed for a specific national market
; however an interesting thing about local \up0 \expndtw-2\charscalex100 brand i
s that the local branding is more often done by consumers than by the\par\pard\q
j \li20\ri1291\sb3\sl-379\slmult0 \up0 \expndtw-2\charscalex100 producers. Examp
les of local brands in India are: Nandini brand milk in \line \up0 \expndtw-3\ch
arscalex100 Karnataka, Aeray Milk in Maharashtra & Vijaya Milk in Andhra Pradesh
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virtual space, defined \up0 \expndtw-3\charscalex100 by values and occupied by
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not selling products, they are allowing their Company to \up0 \expndtw-2\charsc
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calex100 \ul0\nosupersub\cf1\f2\fs24 Brand identity is what the owner wants to c
ommunicate to its potential \line \up0 \expndtw-2\charscalex100 consumers. Howev
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dtw-2\charscalex100 gaining new attributes from consumer perspective but not nec
essarily from the \line \up0 \expndtw-2\charscalex100 marketing communications a
n owner percolates to targeted consumers. Therefore, \line \up0 \expndtw-2\chars
calex100 brand associations become handy to check the consumer's perception of t
he \line \up0 \expndtw-3\charscalex100 brand.\par\pard\qj \li720\ri618\sb360\sl360\slmult0 \up0 \expndtw-2\charscalex100 Brand identity needs to focus on authe
ntic qualities - real characteristics of the \up0 \expndtw-2\charscalex100 value
and brand promise being provided and sustained by organizational and/or \up0 \e
xpndtw-3\charscalex100 production characteristics.\par\pard\ql \li720\sb0\sl-276
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The visual brand identity manual for Mobil Oil developed by Chermayeff & \line \
up0 \expndtw-2\charscalex100 Geismar is one of the first visual identities to in
tegrate logotype, icon, alphabet,\par\pard\qj \li720\ri549\sb0\sl-360\slmult0 \u
p0 \expndtw-2\charscalex100 color palette, and station architecture to create a
comprehensive consumer brand \up0 \expndtw-3\charscalex100 experience.\par\pard\
ql \li720\ri454\sb360\sl-360\slmult0 \up0 \expndtw-2\charscalex100 The recogniti
on and perception of a brand is highly influenced by its visual \line \up0 \expn
dtw-2\charscalex100 presentation. A brand\u8216?s visual identity is the overall
look of its communications. \line \up0 \expndtw-2\charscalex100 Effective visua
l brand identity is achieved by the consistent use of particular \line \up0 \exp
ndtw-2\charscalex100 visual elements to create distinction, such as specific fon
ts, colours, and graphic \line \up0 \expndtw-2\charscalex100 elements. At the co
re of every brand identity is a brand mark, or logo. In the \line \up0 \expndtw2\charscalex100 United States, brand identity and logo design naturally grew out
of the Modernist \line \up0 \expndtw-1\charscalex100 movement in the 1950s and
greatly drew on the principles of that movement -\line \up0 \expndtw-2\charscale
x100 simplicity (Mies van der Rohe\u8216?s principle of "Less is more") and geom
etric \line \up0 \expndtw-2\charscalex100 abstraction. These principles can be o
bserved in the work of the pioneers of the \line \up0 \expndtw-2\charscalex100 p
ractice of visual brand identity design, such as Paul Rand, Chermayeff & \line \
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up of accepted \up0 \expndtw-2\charscalex100 brands rather than choosing one spe
cific brand. When brand parity is present, \up0 \expndtw-2\charscalex100 quality
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pard\ql \li900\sb0\sl-230\slmult0 \par\pard\ql \li900\sb0\sl-230\slmult0 \par\pa
rd\ql \li900\sb0\sl-230\slmult0 \par\pard\ql \li900\sb0\sl-230\slmult0 \par\pard
\ql \li900\sb0\sl-230\slmult0 \par\pard\ql \li900\sb0\sl-230\slmult0 \par\pard\q
l \li900\sb0\sl-230\slmult0 \par\pard\ql \li900\sb0\sl-230\slmult0 \par\pard\ql
\li900\sb0\sl-230\slmult0 \par\pard\ql \li900\sb0\sl-230\slmult0 \par\pard\ql \l
i900\sb0\sl-230\slmult0 \par\pard\ql \li900\sb0\sl-230\slmult0 \par\pard\ql \li9
00\sb0\sl-230\slmult0 \par\pard\ql \li900\sb0\sl-230\slmult0 \par\pard\ql \li900
\sb0\sl-230\slmult0 \par\pard\ql \li900\sb0\sl-230\slmult0 \par\pard\ql \li900\s
b0\sl-230\slmult0 \par\pard\ql \li900\sb0\sl-230\slmult0 \par\pard\ql \li900\sb0
\sl-230\slmult0 \par\pard\ql \li900\sb0\sl-230\slmult0 \par\pard\ql \li900\sb0\s
l-230\slmult0 \par\pard\ql \li900\sb0\sl-230\slmult0 \par\pard\ql \li900\sb0\sl230\slmult0 \par\pard\ql \li900\sb0\sl-230\slmult0 \par\pard\ql \li900\sb0\sl-23
0\slmult0 \par\pard\ql \li900\sb0\sl-230\slmult0 \par\pard\ql \li900\sb0\sl-230\
slmult0 \par\pard\ql \li900\sb0\sl-230\slmult0 \par\pard\ql \li900\sb0\sl-230\sl
mult0 \par\pard\ql \li900\sb0\sl-230\slmult0 \par\pard\ql \li900\sb0\sl-230\slmu
lt0 \par\pard\ql \li900\sb0\sl-230\slmult0 \par\pard\ql \li900\sb0\sl-230\slmult
0 \par\pard\ql \li900\sb0\sl-230\slmult0 \par\pard\ql \li900\sb0\sl-230\slmult0
\par\pard\ql \li900\sb0\sl-230\slmult0 \par\pard\ql \li900\sb0\sl-230\slmult0 \p
ar\pard\ql \li900\sb0\sl-230\slmult0 \par\pard\ql \li900\sb0\sl-230\slmult0 \par
\pard\ql \li900\sb0\sl-230\slmult0 \par\pard\ql \li900\sb0\sl-230\slmult0 \par\p
ard\ql \li900\sb0\sl-230\slmult0 \par\pard\ql \li900\sb0\sl-230\slmult0 \par\par
d\ql \li900\sb0\sl-230\slmult0 \par\pard\ql \li900\sb21\sl-230\slmult0 \up0 \exp
ndtw-2\charscalex100 \ul0\nosupersub\cf2\f3\fs20 154\par\pard\column \qj \li20\r
i579\sb302\sl-360\slmult0 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf1\f2\f
s24 performance or benefit promise, for the product, certainly, but eventually a
lso for \up0 \expndtw-2\charscalex100 the Company behind the brand. Today, brand
plays a much bigger role. Brands \up0 \expndtw-2\charscalex100 have been co-opt
ed as powerful symbols in larger debates about economics,\par\pard\ql \li20\ri87
4\sb1\sl-360\slmult0 \up0 \expndtw-2\charscalex100 social issues, and politics.
The power of brands to communicate a complex \line \up0 \expndtw-2\charscalex100
message quickly and with emotional impact and the ability of brands to attract\
par\pard\ql \li20\sb70\sl-276\slmult0 \up0 \expndtw-2\charscalex100 media attent
ion, make them ideal tools in the hands of activists--and hacktivists.\par\pard\
ql \li3271\sb0\sl-276\slmult0 \par\pard\ql \li20\sb168\sl-276\slmult0 \up0 \expn
0?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\par\par
d\ql \li380\sb70\sl-276\slmult0 \up0 \expndtw-3\charscalex100 e. Geography\par\p
ard\qj \li380\ri589\sb16\sl-360\slmult0 \up0 \expndtw-3\charscalex100 \u8230?\u8
230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230
?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u
8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230? \line \up0 \expndtw-3\charscalex
100 \u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230
?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u
8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\par\pard\ql \li20\
sb70\sl-276\slmult0 \up0 \expndtw-3\charscalex100 4. What is meant by Brand Ide
ntity?\par\pard\qj \li380\ri589\sb2\sl-413\slmult0 \up0 \expndtw-3\charscalex100
\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u
8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u823
0?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230? \line \up0 \expndtw-3
\charscalex100 \u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u
8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u823
0?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230? \line \
up0 \expndtw-3\charscalex100 \u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u
8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u823
0?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\
u8230? \line \up0 \expndtw-3\charscalex100 \u8230?\u8230?\u8230?\u8230?\u8230?\u
8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u823
0?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\
u8230?\u8230?\u8230?
{\shp {\*\shpinst\shpleft752\shptop553\shpright3272\shpbottom1813\shpfhdr0\shpbx
page\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz55\shplid0
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
\sn geoRight}{\sv 2520}}{\sp{\sn geoBottom}{\sv 1260}}
{\sp{\sn pVerticies}{\sv 8;5;(0,1260);(2520,1260);(2520,0);(0,0);(0,1260)}}
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{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 167772
15}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv
1}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn lineColor}{\sv 0}}
}}\par\pard\sect\sectd\fs24\paperw11900\paperh16820\pard\sb0\sl-240{\bkmkstart P
g11}{\bkmkend Pg11}\par\pard\sect\sectd\sbknone\cols2\colno1\colw9065\colsr160\c
olno2\colw2535\colsr160\ql \li720\sb0\sl-276\slmult0 \par\pard\ql \li720\sb95\sl
-276\slmult0 \up0 \expndtw-3\charscalex100 \ul0\nosupersub\cf1\f2\fs24 5. Expla
in Brand Parity.\par\pard\qj \li1080\ri455\sb1\sl-414\slmult0 \up0 \expndtw-3\ch
arscalex100 \u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u823
0?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\
u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230? \line \up0
\expndtw-3\charscalex100 \u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u823
0?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\
u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u82
30? \line \up0 \expndtw-3\charscalex100 \u8230?\u8230?\u8230?\u8230?\u8230?\u823
0?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\
u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u82
30?\u8230?\u8230?\par\pard\ql \li720\sb0\sl-322\slmult0 \par\pard\ql \li720\sb0\
sl-322\slmult0 \par\pard\ql \li720\sb79\sl-322\slmult0 \up0 \expndtw-2\charscale
x100 \ul0\nosupersub\cf7\f8\fs28 11.8\ul0\nosupersub\cf13\f14\fs28 \ul0\nosupe
rsub\cf7\f8\fs28 BRAND EXTENSION AND BRAND DILUTION\par\pard\qj \li720\sb0\sl-36
0\slmult0 \par\pard\qj \li720\ri684\sb86\sl-360\slmult0 \up0 \expndtw-2\charscal
ex100 \ul0\nosupersub\cf1\f2\fs24 The existing strong brand name can be used as
a vehicle for new or modified \line \up0 \expndtw-2\charscalex100 products; for
example, many fashion and designer Companies extended brands \line \up0 \expndtw
-2\charscalex100 into fragrances, shoes and accessories, home textile, home deco
r, luggage, sun\par\pard\qj \li720\ri404\sb0\sl-360\slmult0 \up0 \expndtw-2\char
scalex100 glasses, furniture, hotels, etc. Brands like Adidas and Puma extended
brands in the US market. This also increases the total \up0 \expndtw-2\charscale
x100 number of "facings" it receives on Supermarket shelves. Sara Lee, on the ot
her \up0 \expndtw-2\charscalex100 hand, uses it to keep the very different parts
of the business separate \u8212? from Sara \up0 \expndtw-3\charscalex100 Lee ca
kes through Kiwi polishes to L\u8216?eggs pantyhose. In the hotel\par\pard\ql \l
i20\ri577\sb1\sl-360\slmult0 \up0 \expndtw-3\charscalex100 business, Marriott us
es the name Fairfield Inns for its budget chain \line \up0 \expndtw-2\charscalex
100 (and Ramada uses Rodeway for its own cheaper hotels). Cannibalization is a
\up0 \expndtw-2\charscalex100 particular problem of a "multibrand" approach, in
which the new brand takes \up0 \expndtw-2\charscalex100 business away from an e
stablished one which the organization also owns. This \up0 \expndtw-2\charscalex
100 may be acceptable (indeed to be expected) if there is a net gain overall. \l
ine \up0 \expndtw-2\charscalex100 Alternatively, it may be the price the organiz
ation is willing to pay for shifting its \up0 \expndtw-2\charscalex100 position
in the market; the new product being one stage in this process.\par\pard\ql \li3
271\sb0\sl-322\slmult0 \par\pard\ql \li20\sb133\sl-322\slmult0\tx1106 \up0 \expn
dtw-4\charscalex100 \ul0\nosupersub\cf7\f8\fs28 11.10\tab \up0 \expndtw-4\charsc
alex100 PRIVATE LABELS\par\pard\ql \li3271\sb0\sl-360\slmult0 \par\pard\ql \li2
0\ri517\sb2\sl-360\slmult0 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf1\f2\
fs24 With the emergence of strong Retailers, private label brands, also called o
wn \up0 \expndtw-2\charscalex100 brands, or Store brands, also emerged as a majo
r factor in the marketplace. Where \up0 \expndtw-2\charscalex100 the Retailer ha
s a particularly strong identity (such as Marks & Spencer in \up0 \expndtw-2\cha
rscalex100 the UK clothing sector and STOP brand of Shoppers Stop ) this "own br
and" may \up0 \expndtw-2\charscalex100 be able to compete against even the stron
gest brand leaders, and may outperform \up0 \expndtw-3\charscalex100 those produ
cts that are not otherwise strongly branded.\par\pard\ql \li3271\sb0\sl-276\slmu
lt0 \par\pard\ql \li20\sb154\sl-276\slmult0 \up0 \expndtw-3\charscalex100 \ul0\n
osupersub\cf5\f6\fs24 Individual and organizational brands\par\pard\ql \li3271\s
b0\sl-360\slmult0 \par\pard\ql \li20\ri1058\sb15\sl-360\slmult0 \up0 \expndtw-2\
charscalex100 \ul0\nosupersub\cf1\f2\fs24 There are kinds of branding that treat
individuals and organizations as the \line \up0 \expndtw-2\charscalex100 produc
ts to be branded. Personal branding treats persons and their careers as \line \u
p0 \expndtw-2\charscalex100 brands. The term is thought to have been first used
in a 1997 article by Tom \line \up0 \expndtw-2\charscalex100 Peters. Faith brand
ing treats religious figures and organizations as brands.\par\pard\qj \li20\ri93
3\sb1\sl-360\slmult0 \up0 \expndtw-2\charscalex100 Religious media expert Phil C
ooke has written that faith branding handles the \up0 \expndtw-3\charscalex100 q
uestion of how to express faith in a media-dominated culture. Nation\par\pard\ql
\li20\sb70\sl-276\slmult0 \up0 \expndtw-2\charscalex100 branding works with the
perception and reputation of countries as brands.\par\pard\ql \li3271\sb0\sl-27
6\slmult0 \par\pard\ql \li20\sb168\sl-276\slmult0 \up0 \expndtw-3\charscalex100
\ul0\nosupersub\cf5\f6\fs24 Croudsource Branding\par\pard\qj \li3271\sb0\sl-371\
slmult0 \par\pard\qj \li20\ri517\sb4\sl-371\slmult0 \up0 \expndtw-2\charscalex10
0 \ul0\nosupersub\cf1\f2\fs24 These are brands that are created by the people fo
r the business, which is opposite \line \up0 \expndtw-2\charscalex100 to the tra
ditional method where the business creates a brand. This type of method
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page\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz55\shplid0
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
\sn geoRight}{\sv 2520}}{\sp{\sn geoBottom}{\sv 1260}}
{\sp{\sn pVerticies}{\sv 8;5;(0,1260);(2520,1260);(2520,0);(0,0);(0,1260)}}
{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
8}}
{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 167772
15}}{\sp{\sn fLine}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv
1}}{\sp{\sn fBehindDocument}{\sv 1}}{\sp{\sn lineColor}{\sv 0}}
}}
{\shp {\*\shpinst\shpleft3242\shptop7033\shpright11219\shpbottom7053\shpfhdr0\sh
pbxpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz345\shplid1
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
\sn geoRight}{\sv 7977}}{\sp{\sn geoBottom}{\sv 20}}
{\sp{\sn pVerticies}{\sv 8;5;(0,20);(7977,20);(7977,0);(0,0);(0,20)}}
{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
8}}
{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 0}}{\s
p{\sn fLine}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 1}}{\s
p{\sn fBehindDocument}{\sv 1}}{\sp{\sn lineColor}{\sv 0}}
}}
{\shp {\*\shpinst\shpleft3242\shptop7525\shpright11219\shpbottom7545\shpfhdr0\sh
pbxpage\shpbypage\shpwr3\shpwrk0\shpfblwtxt1\shpz347\shplid2
{\sp{\sn shapeType}{\sv 0}}{\sp{\sn fFlipH}{\sv 0}}{\sp{\sn fFlipV}{\sv 0}}{\sp{
\sn geoRight}{\sv 7977}}{\sp{\sn geoBottom}{\sv 20}}
{\sp{\sn pVerticies}{\sv 8;5;(0,20);(7977,20);(7977,0);(0,0);(0,20)}}
{\sp{\sn pSegmentInfo}{\sv 2;11;16384;45824;1;45824;1;45824;1;45824;1;45824;3276
8}}
{\sp{\sn fFillOK}{\sv 1}}{\sp{\sn fFilled}{\sv 1}}{\sp{\sn fillColor}{\sv 0}}{\s
p{\sn fLine}{\sv 0}}{\sp{\sn lineType}{\sv 0}}{\sp{\sn fArrowheadsOK}{\sv 1}}{\s
p{\sn fBehindDocument}{\sv 1}}{\sp{\sn lineColor}{\sv 0}}
}}\par\pard\sect\sectd\fs24\paperw11900\paperh16820\pard\sb0\sl-240{\bkmkstart P
g13}{\bkmkend Pg13}\par\pard\sect\sectd\sbknone\cols2\colno1\colw9065\colsr160\c
olno2\colw2535\colsr160\qj \li720\ri427\sb305\sl-369\slmult0 \up0 \expndtw-2\cha
rscalex100 \ul0\nosupersub\cf1\f2\fs24 minimizes the risk of brand failure, sinc
e the people that might reject the brand in \line \up0 \expndtw-2\charscalex100
the traditional method are the ones who are participating in the branding proces
s.\par\pard\ql \li720\sb0\sl-276\slmult0 \par\pard\ql \li720\sb174\sl-276\slmult
0\tx1795 \up0 \expndtw-3\charscalex100 \ul0\nosupersub\cf5\f6\fs24 11.10.1\tab \
up0 \expndtw-3\charscalex100 Why should a Retailer have Private Labels?\par\pard
\ql \li720\sb0\sl-370\slmult0 \par\pard\ql \li720\ri388\sb17\sl-370\slmult0 \up0
\expndtw-2\charscalex100 \ul0\nosupersub\cf1\f2\fs24 Department stores clearly
have an incentive to expand private labels across \line \up0 \expndtw-2\charscal
ex100 categories because Private Label margins run between 6 percent and 10 perc
ent \up0 \expndtw-2\charscalex100 higher, on average, than the national brands.
Also, Private Labels address \line \up0 \expndtw-2\charscalex100 consumer dem
and for differentiation, as the Private Label would be exclusively \up0 \expndtw
-2\charscalex100 available only with that Store and not anywhere else in the mar
ket. This offers a \up0 \expndtw-2\charscalex100 major competitive advantage. Re
tailers are constantly looking at their Vendor \up0 \expndtw-2\charscalex100 mat
rix and ensuring that each Vendor on that matrix is performing up to the \line \
up0 \expndtw-2\charscalex100 standards that have been established for it. If a B
rand or Vendor does not measure \up0 \expndtw-2\charscalex100 up, the Retailer s
ees it as an opportunity to replace it with a Private Brand or \line \up0 \expnd
tw-3\charscalex100 another national brand that has more potential.\par\pard\ql \
li720\sb0\sl-276\slmult0 \par\pard\ql \li720\sb172\sl-276\slmult0\tx1795 \up0 \e
xpndtw-3\charscalex100 \ul0\nosupersub\cf5\f6\fs24 11.10.2\tab \up0 \expndtw-3\c
harscalex100 Challenges faced by Private Labels\par\pard\qj \li720\sb0\sl-370\sl
mult0 \par\pard\qj \li720\ri493\sb16\sl-370\slmult0 \up0 \expndtw-2\charscalex10
0 \ul0\nosupersub\cf1\f2\fs24 Much depends on each chain's ability to design and
source Private Label product \up0 \expndtw-2\charscalex100 efficiently. The dec
ision process for all chains involves a painstaking analysis of \up0 \expndtw-3\
charscalex100 sell-through and profitability at each category level.\par\pard\ql
\li720\sb78\sl-276\slmult0 \up0 \expndtw-3\charscalex100 Some of the Challenges
faced by Private Labels are:\par\pard\qj \li720\ri545\sb113\sl-372\slmult0\tx10
80 \up0 \expndtw-2\charscalex100 \u-3913?\ul0\nosupersub\cf9\f10\fs24 \ul0\nosu
persub\cf1\f2\fs24 Brands are nationally advertised and have the perception of
quality and style \line\tab \up0 \expndtw-3\charscalex100 that it takes years f
or Private Labels to reach.\par\pard\qj \li720\ri949\sb241\sl-369\slmult0\tx1080
g15}{\bkmkend Pg15}\par\pard\sect\sectd\sbknone\cols2\colno1\colw9065\colsr160\c
olno2\colw2535\colsr160\qj \li720\ri520\sb302\sl-360\slmult0 \up0 \expndtw-2\cha
rscalex100 \ul0\nosupersub\cf1\f2\fs24 In comparison, international Retailers li
ke the US-based Wal-Mart and Tesco of \up0 \expndtw-2\charscalex100 the UK have
40 per cent and 55 per cent own label brands representation in their \up0 \expnd
tw-3\charscalex100 Stores, respectively.\par\pard\ql \li720\sb0\sl-322\slmult0 \
par\pard\ql \li720\sb133\sl-322\slmult0\tx1795 \up0 \expndtw-4\charscalex100 \ul
0\nosupersub\cf7\f8\fs28 11.11\tab \up0 \expndtw-4\charscalex100 BRANDING BY ITC
A CASE STUDY\par\pard\ql \li720\sb0\sl-276\slmult0 \par\pard\ql \li720\sb239\sl
-276\slmult0 \up0 \expndtw-3\charscalex100 \ul0\nosupersub\cf5\f6\fs24 John Play
ers\par\pard\qj \li720\sb0\sl-360\slmult0 \par\pard\qj \li720\ri491\sb15\sl-360\
slmult0 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf1\f2\fs24 ITC's John Pla
yers offers a complete and vibrant wardrobe of Casual wear, Party \up0 \expndtw2\charscalex100 wear, Work wear, Denims, Outer wear and Suits & Jackets, incorpo
rating the\par\pard\ql \li720\ri578\sb0\sl-360\slmult0 \up0 \expndtw-2\charscale
x100 most contemporary trends, an exciting mix of colours, playful styling, tren
dy \line \up0 \expndtw-2\charscalex100 textures and comfortable fits. With a dis
tinctive presence across segments at the \line \up0 \expndtw-2\charscalex100 pre
mium end, ITC has also established John Players as a brand at its \ul0\nosupersu
b\cf5\f6\fs24 Wills Life\par\pard\qj \li720\ri508\sb2\sl-359\slmult0 \up0 \expnd
tw-2\charscalex100 Style.\ul0\nosupersub\cf1\f2\fs24 Stores that offers a compl
ete fashion wardrobe to the male youth of today. \up0 \expndtw-2\charscalex100 W
ith its brands, ITC is committed to build a dominant presence in the apparel \up
0 \expndtw-3\charscalex100 market through a robust portfolio of offerings.\par\p
ard\qj \li720\sb0\sl-360\slmult0 \par\pard\qj \li720\ri438\sb1\sl-360\slmult0 \u
p0 \expndtw-2\charscalex100 ITC forayed into the youth fashion segment with the
launch of \ul0\nosupersub\cf5\f6\fs24 John Players\ul0\nosupersub\cf1\f2\fs24 i
n \up0 \expndtw-2\charscalex100 December 2002 and \ul0\nosupersub\cf5\f6\fs24 Jo
hn Players\ul0\nosupersub\cf1\f2\fs24 is committed to be the No. 1 fashion bran
d for \up0 \expndtw-2\charscalex100 the youth. This foray leverages ITC\u8216?s
proven competencies in understanding\par\pard\qj \li720\ri473\sb0\sl-360\slmult0
\up0 \expndtw-2\charscalex100 consumer insights, brand building and design capa
bilities. \ul0\nosupersub\cf5\f6\fs24 John Players\ul0\nosupersub\cf1\f2\fs24 o
ffers a \up0 \expndtw-2\charscalex100 complete and vibrant wardrobe of Casual we
ar, Party wear, Work wear, Denims, \up0 \expndtw-2\charscalex100 Outer wear and
Suits & Jackets, incorporating the most contemporary trends, an \up0 \expndtw-2\
charscalex100 exciting mix of colours, playful styling, trendy textures and comf
ortable fits. The \up0 \expndtw-2\charscalex100 brand is available across the co
untry through a nation-wide network of over 220 \up0 \expndtw-3\charscalex100 ex
clusive Stores and over 1500 Multi-brand Outlets.\par\pard\ql \li720\ri560\sb360
\sl-360\slmult0 \up0 \expndtw-3\charscalex100 At the Images Fashion Awards 2005,
\ul0\nosupersub\cf5\f6\fs24 \ul0\nosupersub\cf1\f2\fs24 John Players was declar
ed \ul0\nosupersub\cf5\f6\fs24 'The Most \up0 \expndtw-2\charscalex100 Admired S
hirt Brand of the Year'\ul0\nosupersub\cf1\f2\fs24 . At the Images Fashion Award
s 2007\ul0\nosupersub\cf5\f6\fs24 , \ul0\nosupersub\cf1\f2\fs24 John \up0 \expnd
tw-2\charscalex100 Players was awarded the '\ul0\nosupersub\cf5\f6\fs24 The Most
Admired Fashion Campaign of the Year\ul0\nosupersub\cf1\f2\fs24 ' \up0 \expndtw
-2\charscalex100 award. With Celebration Gift Certificates, \ul0\nosupersub\cf5\
f6\fs24 John Players\ul0\nosupersub\cf1\f2\fs24 presents a new way of \up0 \exp
ndtw-2\charscalex100 festive gifting. John Players offers a complete and vibrant
wardrobe of Casual \up0 \expndtw-3\charscalex100 wear, Party wear, Work wear, D
enims, Outer wear and Suits & Jackets, \line \up0 \expndtw-2\charscalex100 incor
porating the most contemporary trends, an exciting mix of colors, playful \up0 \
expndtw-3\charscalex100 styling, trendy textures and comfortable fits.\par\pard\
ql \li720\sb228\sl-276\slmult0 \up0 \expndtw-3\charscalex100 \ul0\nosupersub\cf5
\f6\fs24 Check Your Progress C\par\pard\ql \li720\sb247\sl-276\slmult0 \up0 \exp
ndtw-3\charscalex100 \ul0\nosupersub\cf1\f2\fs24 1. What do you mean by Private
Labels?\par\pard\qj \li1080\ri455\sb4\sl-412\slmult0 \up0 \expndtw-3\charscalex1
00 \u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?
\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8
8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u823
0?\u8230?\u8230?\u8230?\u8230?\u8230? \line \up0 \expndtw-3\charscalex100 \u8230
?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u
8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u823
0?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230? \line \up0 \expndtw-3\charsc
alex100 \u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u
8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u823
0?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\par\pard\ql \l
i20\sb181\sl-276\slmult0 \up0 \expndtw-3\charscalex100 3. Write the challenges f
aced by Private Labels.\par\pard\qj \li380\ri589\sb2\sl-413\slmult0 \up0 \expndt
w-3\charscalex100 \u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230
?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u
8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230? \lin
e \up0 \expndtw-3\charscalex100 \u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230
?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u
8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u823
0?\u8230? \line \up0 \expndtw-3\charscalex100 \u8230?\u8230?\u8230?\u8230?\u8230
?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u
8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u823
0?\u8230?\u8230?\u8230?\par\pard\ql \li20\sb184\sl-276\slmult0 \up0 \expndtw-3\c
harscalex100 4. How do Private Labels help the retailer?\par\pard\qj \li380\ri58
9\sb1\sl-414\slmult0 \up0 \expndtw-3\charscalex100 \u8230?\u8230?\u8230?\u8230?\
u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u82
30?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?
\u8230?\u8230?\u8230?\u8230? \line \up0 \expndtw-3\charscalex100 \u8230?\u8230?\
u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u82
30?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?
\u8230?\u8230?\u8230?\u8230?\u8230?\u8230? \line \up0 \expndtw-3\charscalex100 \
u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u82
30?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?
\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\u8230?\par\pard\ql \li20\sb184
\sl-276\slmult0 \up0 \expndtw-3\charscalex100 5. Which of the following statemen
ts are \ul0\nosupersub\cf5\f6\fs24 True \ul0\nosupersub\cf1\f2\fs24 or\ul0\nosup
ersub\cf5\f6\fs24 False?\par\pard\ql \li320\sb183\sl-276\slmult0\tx746 \up0 \ex
pndtw-3\charscalex100 \ul0\nosupersub\cf1\f2\fs24 i)\tab \up0 \expndtw-3\charsca
lex100 Coca-Cola is a local brand.\par\pard\ql \li260\sb182\sl-276\slmult0\tx746
\up0 \expndtw-3\charscalex100 ii)\tab \up0 \expndtw-3\charscalex100 Global bran
ding lowers market costs.\par\pard\ql \li200\ri4187\sb35\sl-458\slmult0\tx746 \u
p0 \expndtw-3\charscalex100 iii)\tab \up0 \expndtw-3\charscalex100 Aeray Milk is
a global brand. \line \up0 \expndtw-2\charscalex100 iv)
Marks & Spencer is a
Private Label.\par\pard\ql \li260\sb157\sl-276\slmult0\tx746 \up0 \expndtw-3\ch
arscalex100 v)\tab \up0 \expndtw-4\charscalex100 \u8213?Buy us because we are th
e best\u8214? has been coined by some companies\par\pard\ql \li741\sb81\sl-276\s
lmult0 \up0 \expndtw-3\charscalex100 using their Private Label.\par\pard\ql \li3
271\sb0\sl-322\slmult0 \par\pard\ql \li3271\sb0\sl-322\slmult0 \par\pard\ql \li2
0\sb27\sl-322\slmult0\tx1106 \up0 \expndtw-4\charscalex100 \ul0\nosupersub\cf7\f
8\fs28 11.12\tab \up0 \expndtw-4\charscalex100 LET US SUM UP\par\pard\qj \li3271
\sb0\sl-376\slmult0 \par\pard\qj \li20\ri496\sb69\sl-376\slmult0 \up0 \expndtw-2
\charscalex100 \ul0\nosupersub\cf1\f2\fs24 Brand is the personality that identif
ies a product, service or company (name, term, \up0 \expndtw-2\charscalex100 sig
n, symbol, or design, or combination of them) and how does it relate to key\par\
pard\ql \li20\sb84\sl-276\slmult0 \up0 \expndtw-3\charscalex100 constituencies:
Customers, Staff, Partners, and Investors etc.\par\pard\qj \li3271\sb0\sl-375\sl
mult0 \par\pard\qj \li20\ri607\sb19\sl-375\slmult0 \up0 \expndtw-2\charscalex100
A brand which is widely known in the marketplace acquires brand recognition. \u
p0 \expndtw-2\charscalex100 When brand recognition builds up to a point where a
brand enjoys a critical mass \up0 \expndtw-2\charscalex100 of positive sentiment
in the marketplace, it is said to have achieved brand\par\pard\qj \li20\ri712\s
b2\sl-376\slmult0 \up0 \expndtw-2\charscalex100 franchise. One goal in brand re
cognition is the identification of a brand without \up0 \expndtw-3\charscalex100
emergence of strong Retailers, Private Label Brand, also called own \line \up0
\expndtw-2\charscalex100 brands, or Store brands, also emerged as a major factor
in the marketplace. \line \up0 \expndtw-2\charscalex100 However, much depends o
n each chain\u8216?s ability to design and source Private\par\pard\ql \li720\sb7
0\sl-276\slmult0 \up0 \expndtw-2\charscalex100 Label product efficiently. There
are many challenges faced by Private Labels.\par\pard\ql \li720\sb0\sl-322\slmu
lt0 \par\pard\ql \li720\sb147\sl-322\slmult0\tx1795 \up0 \expndtw-4\charscalex10
0 \ul0\nosupersub\cf7\f8\fs28 11.13\tab \up0 \expndtw-4\charscalex100 KEY WORDS\
par\pard\qj \li720\sb0\sl-360\slmult0 \par\pard\qj \li720\ri841\sb86\sl-360\slmu
lt0 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf5\f6\fs24 Accounting Cost:\u
l0\nosupersub\cf1\f2\fs24 The actual outlays or expenses incurred in production
that \up0 \expndtw-3\charscalex100 shows up a firm\u8216?s accounting statemen
ts or records.\par\pard\ql \li720\ri638\sb360\sl-360\slmult0 \up0 \expndtw-3\cha
rscalex100 \ul0\nosupersub\cf5\f6\fs24 Brand Franchise:\ul0\nosupersub\cf1\f2\fs
24 Arrangement between a brand name manufacturer and a \up0 \expndtw-2\charscal
ex100 wholesaler, or retailer that gives the wholesaler or retailer the exclusiv
e right to \up0 \expndtw-3\charscalex100 sell the brand manufacturer\u8216?s pr
oduct in a specific territory.\par\pard\qj \li720\ri375\sb360\sl-360\slmult0 \up
0 \expndtw-2\charscalex100 \ul0\nosupersub\cf5\f6\fs24 Contract Manufacturer:\ul
0\nosupersub\cf1\f2\fs24 An organization that makes products under contract for
\up0 \expndtw-3\charscalex100 other companies.\par\pard\qj \li720\ri496\sb360\s
l-360\slmult0 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf5\f6\fs24 Cosmetic
s:\ul0\nosupersub\cf1\f2\fs24 A preparation, such as powder or a skin cream, d
esigned to beautify \up0 \expndtw-3\charscalex100 the body by direct application
.\par\pard\qj \li720\sb0\sl-360\slmult0 \par\pard\qj \li720\ri830\sb1\sl-360\slm
ult0 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf5\f6\fs24 Intangibles:\ul0\
nosupersub\cf1\f2\fs24 Something of value that cannot be physically touched, su
ch as a \up0 \expndtw-3\charscalex100 brand, franchise, trademark or patent.\par
\pard\ql \li720\sb0\sl-276\slmult0 \par\pard\ql \li720\sb154\sl-276\slmult0 \up0
\expndtw-2\charscalex100 \ul0\nosupersub\cf5\f6\fs24 Logo:\ul0\nosupersub\cf1\f
2\fs24 A name, symbol, or trademark designed for easy and definite recognition
.\par\pard\qj \li720\sb0\sl-360\slmult0 \par\pard\qj \li720\ri462\sb15\sl-360\sl
mult0 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf5\f6\fs24 Trademark:\ul0\n
osupersub\cf1\f2\fs24 A word, a name, a symbol, a device, or a combination of
them that \up0 \expndtw-3\charscalex100 indicates the source of goods or service
s.\par\pard\column \ql \li9225\sb0\sl-230\slmult0 \par\pard\ql \li20\sb76\sl-230
\slmult0 \up0 \expndtw-2\charscalex100 \ul0\nosupersub\cf3\f4\fs20 Brand V/S Pri
vate Label\par\pard\ql \li11193\sb0\sl-230\slmult0 \par\pard\ql \li11193\sb0\sl230\slmult0 \par\pard\ql \li11193\sb0\sl-230\slmult0 \par\pard\ql \li11193\sb0\s
l-230\slmult0 \par\pard\ql \li11193\sb0\sl-230\slmult0 \par\pard\ql \li11193\sb0
\sl-230\slmult0 \par\pard\ql \li11193\sb0\sl-230\slmult0 \par\pard\ql \li11193\s
b0\sl-230\slmult0 \par\pard\ql \li11193\sb0\sl-230\slmult0 \par\pard\ql \li11193
\sb0\sl-230\slmult0 \par\pard\ql \li11193\sb0\sl-230\slmult0 \par\pard\ql \li111
93\sb0\sl-230\slmult0 \par\pard\ql \li11193\sb0\sl-230\slmult0 \par\pard\ql \li1
1193\sb0\sl-230\slmult0 \par\pard\ql \li11193\sb0\sl-230\slmult0 \par\pard\ql \l
i11193\sb0\sl-230\slmult0 \par\pard\ql \li11193\sb0\sl-230\slmult0 \par\pard\ql
\li11193\sb0\sl-230\slmult0 \par\pard\ql \li11193\sb0\sl-230\slmult0 \par\pard\q
l \li11193\sb0\sl-230\slmult0 \par\pard\ql \li11193\sb0\sl-230\slmult0 \par\pard
\ql \li11193\sb0\sl-230\slmult0 \par\pard\ql \li11193\sb0\sl-230\slmult0 \par\pa
rd\ql \li11193\sb0\sl-230\slmult0 \par\pard\ql \li11193\sb0\sl-230\slmult0 \par\
pard\ql \li11193\sb0\sl-230\slmult0 \par\pard\ql \li11193\sb0\sl-230\slmult0 \pa
r\pard\ql \li11193\sb0\sl-230\slmult0 \par\pard\ql \li11193\sb0\sl-230\slmult0 \
par\pard\ql \li11193\sb0\sl-230\slmult0 \par\pard\ql \li11193\sb0\sl-230\slmult0
\par\pard\ql \li11193\sb0\sl-230\slmult0 \par\pard\ql \li11193\sb0\sl-230\slmul
t0 \par\pard\ql \li11193\sb0\sl-230\slmult0 \par\pard\ql \li11193\sb0\sl-230\slm
ult0 \par\pard\ql \li11193\sb0\sl-230\slmult0 \par\pard\ql \li11193\sb0\sl-230\s
lmult0 \par\pard\ql \li11193\sb0\sl-230\slmult0 \par\pard\ql \li11193\sb0\sl-230
\slmult0 \par\pard\ql \li11193\sb0\sl-230\slmult0 \par\pard\ql \li11193\sb0\sl-2
30\slmult0 \par\pard\ql \li11193\sb0\sl-230\slmult0 \par\pard\ql \li11193\sb0\sl
-230\slmult0 \par\pard\ql \li11193\sb0\sl-230\slmult0 \par\pard\ql \li11193\sb0\
838485868788898a92939495969798999aa2a3a4a5a6a7a8a9aab2b3b4b5b6b7b8b9bac2c3c4c5c6
c7c8c9cad2d3d4d5d6d7d8d9dae1e2e3e4e5e6e7e8e9eaf1f2f3f4f5f6f7f8f9faffc4001f010003
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05040400010277000102031104052131061241510761711322328108144291a1b1c109233352f015
6272d10a162434e125f11718191a262728292a35363738393a434445464748494a53545556575859
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