...utexas.edu Required Readings Course Reading Packet (CP): Required Available in GSB Copy Center Everyone must purchase his/her own copy of the packet. Do not share copies of the packet as this is a violation of copyright. Additional readings posted on course web site (BB) (http://courses.utexas.edu) Course Objectives Some of a firm’s most valuable assets are the brands that it has invested in and developed over time. Although manufacturing processes can often be duplicated, strongly held beliefs and attitudes established in consumers’ minds cannot. This course provides students with insights into the creation of profitable brand strategies. It addresses three important questions: (1) How do you build brand equity?; (2) How can brand equity be measured?; and (3) How do you capitalize on brand equity to expand your business? Its basic objectives are to provide an understanding of: (1) Important issues in planning and evaluating brand strategies; and (2) Appropriate concepts and techniques to improve the long-term profitability of brand strategies. The course focuses on the application of concepts and enhanced performance through team work. Class sessions will include class discussion, team exercises, some lectures, guest speakers and student presentations of brand audit projects. The course content has relevance to students pursuing a variety of different career goals (marketing, consulting, entrepreneurship, etc.) in virtually any type of...
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...VIETNAM NATIONAL UNIVERSITY – HOCHIMINH CITY INTERNATIONAL UNIVERSITY SCHOOL OF BUSINESS AN IMPACT OF BRAND ELEMENTS ON BRAND AWARENESS THE CASE OF OPPO SMARTPHONES IN HCM CITY In Partial Fulfillment of the Requirements of the Degree of BACHELOR OF ARTS in BUSINESS ADMINISTRATION Student’s name: VU NHU QUYNH (BABAIU11308) Advisor: HO THI BICH VAN, PhD Ho Chi Minh City, Vietnam May, 2015 AN IMPACT OF BRAND ELEMENTS ON BRAND AWARENESS THE CASE OF OPPO SMARTPHONES IN HCM CITY APPROVED BY: Advisor APPROVED BY: Committee ___________________________ ___________________________ Ms. Ho Thi Bich Van, Ph.D Ms. Ho Thi Bich Van, PhD ___________________________ Mr. Bui Quang Thong, PhD ___________________________ Ms. Nguyen Thi Huong Giang, MBA ___________________________ Mr. Tran Van Dat, PhD THESIS COMMITEE ACKNOWLEGDEMENT This thesis could have never been done without the help and contributions of many people that I am very thankful to. First of all, I would like to express my deepest acknowledge to my supervisor, Dr. Ho Thi Bich Van – lecturer at Business Administration School, Ho Chi Minh City International University for her unbelievable and unreserved support, enthusiastic and valuable advices. She is a wonderful teacher who has taught and encouraged me from the beginning of this task till the end. Again, I want to say “Thank You Very Much” to my advisor for all she has done for me. Then, I would like to express...
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...Best Global Brands 2013 Table of Contents JEZ Leadership is evolving. It must now be shared. CEOs, CMOs, and consumers all have the power to drive brand value. Brands are where business strategy meets reality. GINNI The New Rules of Brand Leadership 2 From Information to Intelligence 82 Best Global Brands 2013 Sector Leadership 86 BISH 10 Creative Leadership 70 Methodology 120 China’s New Brand Leaders 74 Contributors 126 Corporate Citizenship 2.0 78 MARK CHIEKO The New Rules of Brand Leadership By Jez Frampton In our globalized, hyperconnected age, one question persists in boardrooms, corner offices, business schools, and conferences all over the world: What is leadership and how has it changed in the 21st century? Driven by rapid technological advancement, the digitization of nearly everything, and the ever more intricate interdependencies of the global market, the business landscape has transformed over the past two decades. Operating in a bewildering new environment in which little is certain, the pace is quicker and the dynamics more complex. Those who lead today’s brands can no longer rely on once immutable truths or principles of leadership honored in times past. It is a new world. And as purchasing increasingly shifts from a physical experience to a virtual one and transaction-based interactions between brands and consumers shift to relationship-based interactions, new skills and sensibilities are needed. Leadership...
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...Best Global Brands 2013 Table of Contents JEZ Leadership is evolving. It must now be shared. CEOs, CMOs, and consumers all have the power to drive brand value. Brands are where business strategy meets reality. GINNI The New Rules of Brand Leadership 2 From Information to Intelligence 82 Sector Leadership Best Global Brands 2013 10 86 BISH Methodology Creative Leadership 70 120 Contributors China’s New Brand Leaders 74 126 Corporate Citizenship 2.0 78 MARK CHIEKO The New Rules of Brand Leadership By Jez Frampton In our globalized, hyperconnected age, one question persists in boardrooms, corner offices, business schools, and conferences all over the world: What is leadership and how has it changed in the 21st century? Driven by rapid technological advancement, the digitization of nearly everything, and the ever more intricate interdependencies of the global market, the business landscape has transformed over the past two decades. Operating in a bewildering new environment in which little is certain, the pace is quicker and the dynamics more complex. Those who lead today’s brands can no longer rely on once immutable truths or principles of leadership honored in times past. It is a new world. And as purchasing increasingly shifts from a physical experience to a virtual one and transaction-based interactions between brands and consumers shift to relationship-based interactions, new skills and sensibilities are needed. Leadership roles...
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...challenges for M&M’s, the confectionary brand of Mars Inc., and develop management solutions and specific recommendations on how effective leadership can meet these challenges in the company. The report proposes organisational change for the firm, which is fully driven by leadership and management strategies. It is identified that the key challenges for M&M’s are weak technological base, insufficient innovation in the sphere of product and package design, dependence on suppliers, conflict of interests in the management team, flat organisational structure, trade barriers, increased competition and insufficient CSR efforts. It is recommended that the organisational change should include the change of leadership style to more inspirational and transformational, achievement of more hierarchical organisational structure and implementation of the diversification marketing strategy. It is concluded that M&M’s should also cultivate innovativeness and creativity among its employees. Table of Contents 1. Introduction and Background 5 2. Environment Monitoring 6 3. External and Internal Analysis 7 4. Complexity of Environment 17 5. Business Challenges and Rationale for Leadership 17 6. Leadership and Improvement Options 19 7. Conclusion and Recommendation 25 References 27 List of Figures Figure 1: Cultural Web 12 Figure 2: Stakeholder Analysis 16 Figure 3: Hofstede’s Cultural Dimensions 17 Figure 4: McKinsey 7S Model 21 Figure 5: Burke Litwin Model of Change...
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...longer at the cutting edge of the industry. McDonald’s makes every effort to localize its offerings to the consumer segments it appeals to around the world, catering to local tastes and flavors. The company also tries to segment by income level and cater to consumers on varying budgets with its Dollar Menu, premium items, and extra value meals. McDonald’s does not differentiate itself in any one category of fast food, with competitors dominating in taste in other categories, but it does stand out for its variety and convenience. Due to the fact that McDonald’s does not provide the best fare in any given category, it has relied heavily on positive advertising and messaging that targets emotions. McDonald’s messaging focuses on building the brand and highlighting the emotion of happiness. This can be seen in commercials and the long-time slogan of “I’m Lovin’ It,” for example. In order to understand what the brand truly means to consumers, our group conducted a number of different types of research. To begin, we conducted qualitative research including interviews and focus groups in order to understand consumers’ brand associations. Next, we created a survey to further understand McDonald’s competitors, strengths, and weaknesses. From this survey we identified a number of key findings. The first is that McDonald’s food is considered to be of very low health...
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...Defining Marketing and the Marketing Process (Chapters 1–2) Part 2: Understanding the Marketplace and Consumers (Chapters 3–6) Part 3: Designing a Customer-Driven Strategy and Mix (Chapters 7–17) Part 4: Extending Marketing (Chapters 18–20) After examining customerdriven marketing strategy, we now take a deeper look at the marketing mix: the tactical tools that marketers use to implement their strategies and deliver superior customer value. In this and the next chapter, we’ll study how companies develop and manage products and brands. Then, in the chapters that follow, we’ll look at pricing, distribution, and marketing communication tools. The product is usually the first and most basic marketing consideration. We start with a seemingly simple question: What is a product? As it turns out, the answer is not so simple. Chapter Preview 8 Products, Services, Building and Brands Customer Value Before starting into the chapter, let’s look at an interesting brand story. Marketing is all about building brands that connect deeply with customers. So, when you think about top brands, which ones pop up first? Perhaps traditional megabrands such as Coca-Cola, Nike, or McDonald’s come to mind. Or maybe a trendy tech brand such as Google or Facebook. But if we asked you to focus on sports entertainment, you’d probably name ESPN. When it comes to your life and sports, ESPN probably has it covered. W The ESPN Brand: Every Sport Possible—Now Television: From its original groundbreaking...
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...Martínez a,⁎, Teresa Montaner b,1, José M. Pina a,2 a b Departamento de Economía y Dirección de Empresas, Facultad de Ciencias Económicas y Empresariales, Gran Vía 2, Zaragoza 50005, Spain Departamento de Economía y Dirección de Empresas, Escuela Universitaria de Estudios Empresariales, María de Luna S/N Edificio Lorenzo Normante, Zaragoza 50018, Spain A R T I C L E I N F O A B S T R A C T Firms often use brand extensions as a way of introducing their new products, although they also risk diluting their brand image. In order to understand how consumers assess extensions and extended brands, the present work proposes and estimates a theoretical model, using the structural equation methodology. The results of the estimation indicate that the attitude towards the extension influences brand image and that this attitude is a consequence of the initial brand beliefs and the coherence of the new product. A multisample analysis also reveals that favoring the introduction of extensions through adequate advertising constitutes an efficient way of protecting brand image. © 2008 Elsevier Inc. All rights reserved. Article history: Received 1 May 2007 Received in revised form 1 February 2008 Accepted 1 May 2008 Keywords: Brand extensions Brand image Brand equity Advertising 1. Introduction Launching new products is a business activity with high risks and costs. As success rates are usually below 50% (Taylor and Bearden, 2003), firms often resort to brand extension strategies,...
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...Advertising, Promotion, and other aspects of Integrated Marketing Communications Terence A. Shimp University of South Carolina Australia • Brazil • Japan • Korea • Mexico • Singapore • Spain • United Kingdom • United States Advertising, Promotion, & Other Aspects of Integrated Marketing Communications, 8e Terence A. Shimp Vice President of Editorial, Business: Jack W. Calhoun Vice President/Editor-in-Chief: Melissa S. Acuna Acquisitions Editor: Mike Roche Sr. Developmental Editor: Susanna C. Smart Marketing Manager: Mike Aliscad Content Project Manager: Corey Geissler Media Editor: John Rich Production Technology Analyst: Emily Gross Frontlist Buyer, Manufacturing: Diane Gibbons Production Service: PrePressPMG Sr. Art Director: Stacy Shirley Internal Designer: Chris Miller/cmiller design Cover Designer: Chris Miller/cmiller design Cover Image: Getty Images/The Image Bank Permission Aquistion Manager/Photo: Deanna Ettinger Permission Aquistion Manager/Text: Mardell Glinski Schultz © 2010, 2007 South-Western, Cengage Learning ALL RIGHTS RESERVED. No part of this work covered by the copyright hereon may be reproduced or used in any form or by any means—graphic, electronic, or mechanical, including photocopying, recording, taping, Web distribution, information storage and retrieval systems, or in any other manner—except as may be permitted by the license terms herein. For product information and technology assistance, contact us at Cengage Learning Customer &...
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...based on location, the ethos to ‘create a comfortable home for a community of like-minded people’ is consistent throughout. Soho House Group is targeted at professionals from the film, media and creative industries and has gained popularity among celebrities. The membership has is notorious for being difficult to obtain. Shoreditch House is a private members club in central East London. It spans the three top floors of a six story building. The Club contains two restaurants, a bar, ‘Sitting room’ area, roof top swimming pool, ‘lazy lawn’ area, gym and three private events spaces. It also has a spa on the ground floor and a hotel on the side of the building, which are also accessible by the public. The analysis is primarily of Shoreditch House but takes in to consideration Soho House Groups position within the industry. The report will look in detail at the organisation structure, marketing strategy, organisational structure, people management and financial management of the site. The evaluation process is then concluded using a S.W.O.T analysis; strengths, weakness, opportunity and threats which states Shoreditch House is a company operating successfully, in a prime location, and that the recent renovations should prove to make...
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...SAGE India website gets a makeover! Global Products Enhanced Succinct Intuitive THE Improved Interactive Smart Layout User-friendly Easy Eye-catching LEADING WORld’s LEADING Independent Professional Stay tuned in to upcoming Events and Conferences Search Navigation Feature-rich Get to know our Authors and Editors Why Publish with SAGE ? World’s LEADING Publisher and home and editors Societies authors Professional Academic LEADING Publisher Natural World’s Societies THE and LEADING Publisher Natural authors Societies Independent home editors THE Professional Natural Societies Independent authors Societies and Societies editors THE LEADING home editors Natural editors Professional Independent Academic and authors Academic Independent Publisher Academic Societies and authors Academic THE World’s THE editors Academic THE Natural LEADING THE Natural LEADING home Natural authors Natural editors authors home World’s authors THE editors authors LEADING Publisher World’s LEADING authors World’s Natural Academic editors World’s home Natural and Independent authors World’s Publisher authors World’s home Natural home LEADING Academic Academic LEADING editors Natural and Publisher editors World’s authors home Academic Professional authors Independent home LEADING Academic World’s and authors home and Academic Professionalauthors World’s editors THE LEADING Publisher authors Independent home editors Natural...
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...BUSINESS STRATEGY OTHER ECONOMIST BOOKS Guide to Analysing Companies Guide to Business Modelling Guide to Business Planning Guide to Economic Indicators Guide to the European Union Guide to Management Ideas Numbers Guide Style Guide Dictionary of Business Dictionary of Economics International Dictionary of Finance Brands and Branding Business Consulting Business Ethics Business Miscellany China’s Stockmarket Dealing with Financial Risk Future of Technology Globalisation Guide to Financial Markets Headhunters and How to Use Them Successful Mergers The City Wall Street Essential Director Essential Economics Essential Finance Essential Internet Essential Investment Essential Negotiation Pocket World in Figures BUSINESS STRATEGY A Guide to Effective Decision-Making Jeremy Kourdi THE ECONOMIST IN ASSOCIATION WITH PROFILE BOOKS LTD Published by Profile Books Ltd 3a Exmouth House, Pine Street, London ec1r 0jh www.profilebooks.com Copyright © The Economist Newspaper Ltd 2003 Text copyright © Jeremy Kourdi 2003 All rights reserved. Without limiting the rights under copyright reserved above, no part of this publication may be reproduced, stored in or introduced into a retrieval system, or transmitted, in any form or by any means (electronic, mechanical, photocopying, recording or otherwise), without the prior written permission of both the copyright owner and the publisher of this book. The greatest care has been taken in compiling this book. However, no responsibility can...
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...seminar 2010-05-27 Authors: Yuanyuan Feng Supervisor: Mike Danilovic Hamlstad University Feng(2010) TOYOTA CRISIS: MANAGEMENT IGNORANCE? – A SWEDISH CASE OF CONSUMERS PERCEPTIONS Yuanyuan Feng School of Business and Engineering, Halmstad University, Sweden Abstract Since the late 2009, the famous vehicle manufacture Toyota has suffered a severe crisis due to unintended quality problems in its cars which had triggered Toyota’s largest officially recalls of its cars around the world. This crisis threatens the company’s previous reputation of good quality cars, as well as the brand image built up over time. This study aims to elaborate on the Toyota crisis in order to understand why Toyota faces this crisis and how they deal with the crisis; and investigate consumers’ perceptions of Toyota brand as the outcome of the crisis, with a focus on Swedish market. A qualitative research along with a number of face-to-face interviews with Toyota Swedish dealer and Swedish vehicle consumers is conducted. The findings reveal that the impact of the Toyota crisis in Sweden is not as serious as that in America; there remain satisfied and loyal Toyota’s customers who are not swayed by the negative publicities; While Toyota should manage the crisis even in a better way in order to retain its good reputation. Key Words Crisis, Toyota, Corporate Reputation, crisis management, consumer perception INTRODUCTION “We deeply regret the inconvenience and concern...
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...Final seminar 2010-05-27 Authors: Yuanyuan Feng Supervisor: Mike Danilovic Hamlstad University Feng(2010) TOYOTA CRISIS: MANAGEMENT IGNORANCE? – A SWEDISH CASE OF CONSUMERS PERCEPTIONS Yuanyuan Feng School of Business and Engineering, Halmstad University, Sweden Abstract Since the late 2009, the famous vehicle manufacture Toyota has suffered a severe crisis due to unintended quality problems in its cars which had triggered Toyota’s largest officially recalls of its cars around the world. This crisis threatens the company’s previous reputation of good quality cars, as well as the brand image built up over time. This study aims to elaborate on the Toyota crisis in order to understand why Toyota faces this crisis and how they deal with the crisis; and investigate consumers’ perceptions of Toyota brand as the outcome of the crisis, with a focus on Swedish market. A qualitative research along with a number of face-to-face interviews with Toyota Swedish dealer and Swedish vehicle consumers is conducted. The findings reveal that the impact of the Toyota crisis in Sweden is not as serious as that in America; there remain satisfied and loyal Toyota’s customers who are not swayed by the negative publicities; While Toyota should manage the crisis even in a better way in order to retain its good reputation. Crisis, Toyota, Corporate Reputation, crisis management, consumer perception Key Words INTRODUCTION “We deeply regret the inconvenience and concern caused...
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...داﻧﺸﻜﺪه ﻋﻠﻮم اﺟﺘﻤﺎﻋﻲ ﮔﺮوه ﻣﺪﻳﺮﻳﺖ ﺻﻨﻌﺘﻲ MBA ﺑﺮﻧﺪﻳﻨﮓ و ﺗﻮﺳﻌﺔ ﺑﺮﻧﺪ ﻣﺰاﻳﺎ و ﻣﻌﺎﻳﺐ، ﭼﺎﻟﺶﻫﺎ و راﻫﻜﺎرﻫﺎ اﺳﺘﺎد: ﺟﻨﺎب آﻗﺎي دﻛﺘﺮ ﻓﻀﻠﻲ ﺗﺮﺟﻤﻪ و ﺗﺄﻟﻴﻒ: ﻣﺤﻤﺪ اﺳﺪي ﺤﻤ آذر و دي 9831 ﻓﻬﺮﺳﺖ ﻣﻄﺎﻟﺐ ﻣﻘﺪﻣﻪ 1 ﻣﻘﺎﻟﺔ اول - ﻧﺎﻣﻬﺎي ﺑﺮﮔﺮﻓﺘﻪ در ﻣﻘﺎﺑﻞ ﻧﺎﻣﻬﺎي اﺻﻠﻲ در ﺗﻮﺳﻌﺔ ﺑﺮﻧﺪ 2 ﻣﻘﺎﻟﺔ دوم - ﺑﺎزﺧﻮرد ﺗﻮﺳﻌﺔ ﺑﺮﻧﺪ: ﻧﻘﺶ ﺗﺒﻠﻴﻐﺎت 81 ﻣﻘﺎﻟﺔ ﺗﺄﻟﻴﻔﻲ - ﺑﺮﻧﺪﻳﻨﮓ و ﺗﻮﺳﻌﺔ ﺑﺮﻧﺪ: ﻣﺰاﻳﺎ و ﻣﻌﺎﻳﺐ، ﭼﺎﻟﺶﻫﺎ و راﻫﻜﺎرﻫﺎ 23 ﭘﻴﻮﺳﺖ 1 – اﺻﻞ ﻣﻘﺎﻟﺔ اول 84 ﭘﻴﻮﺳﺖ 2 – اﺻﻞ ﻣﻘﺎﻟﺔ دوم 65 i ﻣﻘﺪﻣﻪ ﻣﻘﺪﻣﻪ در ﮔﺬﺷﺘﻪ، ﺑﻴﺸﺘﺮ ﻣﺤﺼﻮﻻت ﺑﺪون ﻧﺎم ﻋﺮﺿﻪ ﻣﻲﺷﺪﻧﺪ. ﺗﻮﻟﻴﺪﻛﻨﻨﺪﮔﺎن ﺗﻨﻬﺎ واﺳﻄﻪﻫﺎﻳﻲ ﺑﻮدﻧﺪ ﺑﻴﻦ ﻣﻮاد اوﻟﻴﻪ و ﻣﺼﺮفﻛﻨﻨﺪة ﻧﻬﺎﻳﻲ و ﺑﻪ دﻟﻴﻞ ﻣﺤﺪود ﺑﻮدن ﺟﻮاﻣﻊ و دﺳﺘﺮﺳﻲ آنﻫﺎ ﺑﻪ ﺑﺎزارﻫﺎي ﻣﺨﺘﻠﻒ، اﺻﻮﻻً رﻗﺎﺑﺖ ﺑﻪ ﻣﻌﻨﺎ و ﺷﻜﻞ اﻣﺮوز وﺟﻮد ﻧﺪاﺷﺖ. ﺑﺎ ﮔﺬﺷﺖ زﻣﺎن و ﭘﻴﺸﺮﻓﺖ ﺟﻮاﻣﻊ، ﻗﺮن ﺣﺎﺿﺮ ﺑﻪ دورة ﺗﻐﻴﻴﺮات ﺳﺮﻳﻊ ﺑﺪل ﮔﺸﺘﻪ و ﻻزﻣﺔ ﻣﺼﻮن ﻣﺎﻧﺪن از ﺗﺒﻌﺎت اﻳﻦ ﺗﻐﻴﻴﺮات ﺳﺮﻳﻊ، ﺑﻪ روز ﻧﮕﻪ داﺷﺘﻦ ﻣﺰﻳﺘﻬﺎي رﻗﺎﺑﺘﻲ اﺳﺖ. ﻳﻜﻲ از ﻣﻮاردي ﻛﻪ در ادﺑﻴﺎت ﻣﻌﺎﺻﺮ ﻣﺪﻳﺮﻳﺖ، از آن ﺑﻪ ﻋﻨﻮان ﻣﺰﻳﺖ رﻗﺎﺑﺘﻲ ﻳﺎد ﻣﻲﺷﻮد، »ﺑﺮﻧﺪ« اﺳﺖ. ﺑﺮاي ﺑﺮﻧﺪ ﺗﻌﺎرﻳﻒ ﻣﺨﺘﻠﻔﻲ اراﺋﻪ ﺷﺪه ﻛﻪ ﻫﻤﺔ آﻧﻬﺎ ﻣﻮاردي از ﻗﺒﻴﻞ ﻧﺎم ﺗﺠﺎري، ﻟﻮﮔﻮ، ﺷﻌﺎر ﺗﺒﻠﻴﻐﺎﺗﻲ و ﻣﻔﺎﻫﻴﻤﻲ از اﻳﻦ دﺳﺖ را در ﺑﺮ ﻣﻲﮔﻴﺮﻧﺪ. اﻣﺎ واﻗﻌﻴﺖ اﻳﻦ اﺳﺖ ﻛﻪ ﺑﺮﻧﺪ ﻣﻔﻬﻮﻣﻲ ﻓﺮاﺗﺮ از ﻫﻤﺔ اﻳﻦ ﻣﻮارد اﺳﺖ. ﺑﺮﻧﺪ، ﺣﺴﻲ از ﻣﺤﺼﻮل ﻳﺎ ﻣﺤﺼﻮﻻت ﻳﻚ ﺷﺮﻛﺖ اﺳﺖ ﻛﻪ در ذﻫﻦ ﻣﺼﺮفﻛﻨﻨﺪه ﺣﻚ ﺷﺪه و ﺑﺴﺘﻪ ﺑﻪ ﻣﻴﺰان ﻣﻄﻠﻮﺑﻴﺖ اﻳﻦ ﺣﺲ، ﺑﺮﻧﺪ ﺷﺮﻛﺖ ارزش ﭘﻴﺪا ﻛﺮده و ﺑﺎ ﮔﺬﺷﺖ زﻣﺎن ﺗﺒﺪﻳﻞ ﺑﻪ ﻳﻜﻲ از داراﻳﻲﻫﺎي ﻗﺎﺑﻞ ﺗﻮﺟﻪ ﺳﺎزﻣﺎن ﻣﻲﮔﺮدد. در اﻳﻦ ﻣﺠﻤﻮﻋﻪ، دو ﻣﻘﺎﻟﻪ ﺑﺎ ﻋﻨﺎوﻳﻦ »ﻧﺎﻣﻬﺎي ﺑﺮﮔﺮﻓﺘﻪ...
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