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7/22/2019 Brand Management Notes 3.0
1/59
Frak` Nakadinikt. NFA Ketis. @r Anbt Vakdkigar
www+`ranbtrakdkigar+cen anbtrakdkigarJdnabl+cen1
Frak` Nakadinikt 3+:
NFA Class Ketis
@r Anbt VakdkigaranbtrakdkigarJdnabl+cen
Oer NFA Class Ketis ak` Casi stu`y prisiktatbeks ek
stratidbc nakadinikt% frak` nakadinikt% nargitbkd nakadinikt, vbsbt
www+`ranbtrakdkigar+cen
http://www.dramitrangnekar.com/http://www.dramitrangnekar.com/http://www.dramitrangnekar.com/7/22/2019 Brand Management Notes 3.0
2/59
Frak` Nakadinikt. NFA Ketis. @r Anbt Vakdkigar
www+`ranbtrakdkigar+cen anbtrakdkigarJdnabl+cen6
Afeut tmi Autmer
@r Anbt Vakdkigar, NFA -Nargitbkd" ak` Zm@ -Fusbkiss Stratidy"
oren KNBNS, Nunfab, mas evir 6 `ica`is eo predrissbvily
rispeksbfli pmarna bk`ustry ixpirbikci wbtm Ciktaur
Zmarnaciutbcals+ Bk 6::? @r Vakdkigar was awar`i` a 1: katbekscmelarsmbp te Iurepi fy tmi Devirknikt eo @iknarg te cenpliti
mbs ecteral risiarcm+ Mbs ce.autmeri` feeg &Casis bk Bk`bak
Nakadinikt& was laukcmi` bk Nunfab, @ufab ak` Lek`ek bk 6::=+
Infargbkd ekte tiacmbkd as a meffy bk 6::3, @r Vakdkigar bs a
vbsbtbkd oaculty at Nunfab$s lia`bkd F.Scmeels+ Mbs ripirtebri eo bksbdmtoul ketis ak` cenpillbkd
casi stu`bis mavi a``i` valui te evir 1:,::: NFA stu`ikts+ Mi smaris mbs tmeudmts ak`
gkewli`di wbtm a dlefal au`bikci tmreudm mbs bnniksily pepular wifsbti ak` fled, wmbcm mavi
teditmir clecgi` evir 2::,::: mbts+
@r Vakdkigar mas prisikti` ek varbeus fusbkiss casi stu`bis ek nargitbkd, frak`bkd ak`
fusbkiss stratidy, at F.scmeels ak` cerperatis acress Bk`ba ak` Iurepi+ Mi mas fiik a oaculty at
dlefal lia`irsmbp predrannis eo kunireus Oertuki 1:: cenpakbis bk Iurepi ak` Asba+ Mi bs alse
ak ixtirkal dub`i oer twe Zm@ risiarcm scmelars+
Ce.er`bkatis InablanbtrakdkigarJdnabl+cen, anbtJ`ranbtrakdkigar+cen
Cekcbsi class ketis ek nargitbkd, frak`bkd ak` stratidbc nakadinikt
Visiarcmi` Casi stu`bis bk pewir pebkt prisiktatbek -ppt"
Pbps ek Zm@, Zmarna ak` `ilbviraflis
_arbeus puflbcatbeks eo tmi autmer, Bksbdmts bkte pmarnaciutbcal bk`ustry
Ketis a`apti` tmreudm ria`bkds, casis ak` ketis oren. Marvar` Fusbkiss Scmeel% Vivbiw, Bviy,
Stakoer`, Gilledd, NBP Sleak, LFS, Bksia`, Tmartek, Inery7 puflbcatbeks fy Zertir, Getlir,
Gillir, Gapoirir, Kbrnalya Gunar / Ncgbksiy7 Icekenbc Pbnis, Bk`bak ak` bktirkatbekal
fusbkiss nadazbkis, ak` tmi bktirkit+ Darkbsmi` wbtm ny ewk ixpirbikci, bksbdmts / gkewli`di+
Meni
Tmat$s Kiw
NFA Ketis
Casi Stu`y ZZPs
Gkewli`di
Zuflbcatbeks
Cektact N
_bsbtwww+`ranbtrak kigar+cen tmi meni a i oer NFA stu`iktswerl`wb`i
mailto:[email protected]:[email protected]:[email protected]://www.dramitrangnekar.com/index.phphttp://www.dramitrangnekar.com/projects.php?tab=0http://www.dramitrangnekar.com/projects.php?tab=1http://www.dramitrangnekar.com/projects.php?tab=2http://www.dramitrangnekar.com/projects.php?tab=3http://www.dramitrangnekar.com/projects.php?tab=4http://www.dramitrangnekar.com/amit-rangnekar-phd-mba-contact.phphttp://www.dramitrangnekar.com/http://www.dramitrangnekar.com/http://www.dramitrangnekar.com/http://www.dramitrangnekar.com/http://www.dramitrangnekar.com/amit-rangnekar-phd-mba-contact.phphttp://www.dramitrangnekar.com/projects.php?tab=4http://www.dramitrangnekar.com/projects.php?tab=3http://www.dramitrangnekar.com/projects.php?tab=2http://www.dramitrangnekar.com/projects.php?tab=1http://www.dramitrangnekar.com/projects.php?tab=0http://www.dramitrangnekar.com/index.phpmailto:[email protected]7/22/2019 Brand Management Notes 3.0
3/59
Frak` Nakadinikt. NFA Ketis. @r Anbt Vakdkigar
www+`ranbtrakdkigar+cen anbtrakdkigarJdnabl+cen3
Efhictbvi8 Milp stu`ikts uk`irstak` tmi cekcipts eo frak`.`ivilepnikt% nakadinikt% fubl`bkd,
ak` craotbkd tmi frak` stratidy, tmreudm bktiractbek ak` casis+
Ivaluatbek -)"8 Dreup Zrisiktatbeks 0:), Class Zartbcbpatbek1:), Obkal Ixan 9:) > 1::)
Ceursi Eutlbki8 -Petal 3: Meurs"
Pepbcs Zd
1 Akalysbkd. Ikvbreknikt, Cenpitbtbek, Nargit eppertukbtbis, Daps, 3
6 Zre`uct. cekcipts, pacgadbkd, frak` mbirarcmy 4
3 Kiw Zre`uct @ivilepnikt 2
0 Frak` nakadinikt . Cekcipt, Assecbatbeks, Cenpakys% Custenirs frak` `icbsbek
nagbkd, Frak` Zirsekalbty, Gillirs CFFI, Frak` _alui Cmabk
11
9 Frak` pesbtbekbkd stratidy, Orani eo rioirikci 1=
? Frak` B`iktbty. cekcipt, ixicutbek, Gapoirirs Zrbsn, Frak` B`iktbty Zlakkbkd Ne`il 63
4 Frak` Arcmbticturi / pertoelbe nakadinikt 64
= Frak` Iqubty. 30
2 Frak` valuatbek 01
Casis oren anekd -Nest casis avablafli ekwww+`ranbtrakdkigar+cen"
A`b`as v Kbgi.Frak` B`iktbty @elci / Daffaka.Oasmbek Frak` Zarli D.Frak` Fubl`bkd
Abrcil. Sirvbci Frak`bkd @enbkakt Frak`s Velix.Luxury Frak`bkd
Anar Cmbtra Gatma.Gb` Frak` Dbllitti.Frak` Ixtiksbeks Pata Kake.KZ@
Anul. Ynfrilla Frak`bkd Merlbcgs v Cenplak.Frak` Iqubty Pbtak.Frak` Arcmbticturi
Au`b.Frak` B`iktbty Gilledd.Frak` _aluatbek _e`aoeki.Spii` Frak`bkd
Fbslirb.Frak` Fubl`bkd Gilledd.Frak` Oabluri Tbpre.F6F Frak`bkd
Cmakil.Frak`bkd te la`bis Nekt Flakc.Luxury Frak`bkd XeeXees.Frak` Canpabdk
Cmbc Smanpee.Vural Frak` Katural Bci Crian.Fuzz Frak`bkd Gakcmiipuran Sarb.Itmkbc
Vioirikcis
Frak` Nakadinikt Ketiswww+`ranbtrakdkigar+cen Frak`s / Frak`bkd. Pmi Icekenbst
Stratidbc Frak` Nakadinikt. Gillir 3i % Gapoirir 0i Nargitbkd Nakadinikt. Getlir 13i
Frak` Iqubty. Aagir, Frak` Lia`irsmbp. Aagir Asbak Frak`s. Nartbk Vell
Tifsbtis. Ncgbksiy Quartirly, Marvar` Fusbkiss scmeel, Bk`ba gkewli`di J Tmartek
Ketis a`apti` tmreudm ria`bkds, casis ak` ketis oren. Marvar` Fusbkiss Scmeel % Vivbiw, Bviy,
Stakoer`, Gill edd, NBP Sleak, LFS, Bksia`, Tmartek, Inery7 puflbcatbeks fy Zertir, Getlir,
Gillir, Gapoirir, Kbrnalya Gunar / Ncgbksiy7 Icekenbc Pbnis, Bk`bak ak` bk tirkatbekal
fusbkiss nadazbkis, ak` tmi bktirkit+ Darkbsmi` wbtm ny ewk ixpirbikci, bksbdmts / gkewli`di+
Fist Tbsmis
@r Anb t Vakdkigar
www+`ranbtrakdkigar+cen
http://www.dramitrangnekar.com/http://www.dramitrangnekar.com/http://www.dramitrangnekar.com/http://www.dramitrangnekar.com/http://www.dramitrangnekar.com/http://www.dramitrangnekar.com/http://www.dramitrangnekar.com/http://www.dramitrangnekar.com/http://www.dramitrangnekar.com/http://www.dramitrangnekar.com/http://www.dramitrangnekar.com/7/22/2019 Brand Management Notes 3.0
4/59
Frak` Nakadinikt. NFA Ketis. @r Anbt Vakdkigar
www+`ranbtrakdkigar+cen anbtrakdkigarJdnabl+cen0
1 Akalysbkd nargit eppertukb tbis
Stratidbc dap akalysbs
Bktiksbvi Drewtm Stratidbis
Akseoos Zre`uct.Nargit Ixpaksbek Drb`. Casi. Narutb Suzugb
Currikt Zre`ucts Kiw Zre`ucts
Currikt
Nargits
Nargit Zikitratbek
Laukcm =::, draffi` nargit smariek stylbkd, ouil icekeny, aooer`afblbty
Zre`uct @ivilepnikt
Kiw ne`ils _ak, Xik, Istiin, TadekV, Falike, Swbot, S]0
Kiw
Nargits
Nargit @ivilepnikt
Laukcm bk class BB.B_ tewks, iasy leaks,mbdmir payfacg pirbe`s
@bvirsbobcatbek
Prabkbkd scmeels, Aute bksurakci, Prui_alui cars,
Bktidratbvi drewtm. _irtbcal.Facgwar` -Vilbakci. Zelyistirs", oerwar` -_b`iecek.Kixt",Merbzektal. N/A -MLL.Lagni"@bvirsbobcatbekdrewtm. Vilbakci Vitabl
FCD Natrbx. Drewtm Smari Natrbx. CasiClassbobis pre`uct pertoelbe bkte catiderbis, obrns smeul` mavi a mialtmy falakci+@eds. Lew nargit smari / lew nargit drewtm+ Zmasi eut % twiag, bkvist / fubl` QuistbekNarg%Zreflin Cmbl`. Lew nargit smari, epirati bk mbdm nargit drewtm+ Iktry livil, frak` nayascik` % `iscik` % stadkati. bnpertakt te fubl`+Star. Mbdm nargit smari, epirati bk drewbkd nargit+ Mbdm drewtm fut mbdm prenetbekal cest, kii`te fi sustabki`+Casm Cew. Naturi pre`ucts dikirati mbdm casm, fut lew drewtm+ Sustabk, tmiy dikirati ouk`s oerkiw prehicts ak` nabktabkbkd pertoelbe+
7/22/2019 Brand Management Notes 3.0
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Frak` Nakadinikt. NFA Ketis. @r Anbt Vakdkigar
www+`ranbtrakdkigar+cen anbtrakdkigarJdnabl+cen9
Stratidbc Nargitbkd Ikvbreknikt
7/22/2019 Brand Management Notes 3.0
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Frak` Nakadinikt. NFA Ketis. @r Anbt Vakdkigar
www+`ranbtrakdkigar+cen anbtrakdkigarJdnabl+cen?
Nargitbkd Zlak
A nargitbkd plak abns te milp erdakbzi ak` bnplinikt tmi nargitbkd stratidy oer bts pre`ucts ersirvbcis+ Zart eo tmi evirall cerperati efhictbvis+
Cenpitbtbvi oercis Farrbirs / preobtafblbty
Ngtd VisiarcmSidniktatbekParditbkd
Zesbtbekbkd@booiriktbatbekNbx. 0ZsZre` Lboi Cycli
NargitbkdStrati
ZrehictbeksErdl Structuri
BnpliniktatbekZiroernakciVivbiw
IxicutbekCektrel
Tmiri ari
wi5
Mew `e wi
dit tmiri5
Ari wi dittbkd
tmiri5
Lia`irsmbpVakg
DiedrapmbcSmariZreobtsDrewtm
NargitbkdEf ictbvi
CerperatbekCustenir
CenpitbtbekCek`btbeksEppertukbtbis@ykanbcs
SbtuatbekAkal sbs
Tmiri `e wi
wakt te de5
7/22/2019 Brand Management Notes 3.0
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Frak` Nakadinikt. NFA Ketis. @r Anbt Vakdkigar
www+`ranbtrakdkigar+cen anbtrakdkigarJdnabl+cen4
Akalysbkd Cenpitbtbek8
Bk`ustry structuri Cekselb`ati` % oradnikti`, Nekepely% `uepely% elbdepely,
Nargit structuri Lia`ir, cmallikdir, oellewir, kbcmir
Frea` cenpitbtbek
Dikirbc cenpitbtbek
@brict cenpitbtbekLbkis Frea` % karrew
Cenpitbter ratbkd ek crbtbcal succiss oacters
Cenpitbter Awarikiss Qualbty Avablafblbty Vakdi Picmkeledy Sirvbci
A
F
C
Giy varbaflis bk akalyzbkd cenpitbtbek8 Tmat sidnikts `e tmiy sirvi5
Tmat pre`ucts `e tmiy eooir5
Tmat cmakkils `e tmiy usi5
Tmat prbcbkd stratidbis mavi tmiy pursui`5
Tmat nakadinikt riseurcis `e tmiy mavi5
Tmat obkakcbal riseurcis `e tmiy mavi5
Tmat ari tmibr efhictbvis5
Tmat ari tmibr ceri cenpitikcbis5
Tmat allbakcis ari tmiy pursubkd, ak` oer wmat purpesi5
Mew succissoul ari tmiy bk tmi nargitplaci5
Smari eo nargit %vebci %nbk` %miart5
Cenpitbtbek
@brict Bk`brict
Catidery Kii`
ouloblli`
Frak`
Cenpitbters
Zre`uct
Cenpitbters
Dikirbc
CenpitbtersFasbc riqubrinikt Nargit pre`ucts sbnblar
custenir oiaturis,fikiobts / prbci
Cenpiti bk saniclass, fut `booir bkoiaturis, fikiobts /prbci
Nargit booiriktpre`ucts te selvi sanipreflin, satbsoy sanifasbc kii`
Fiviradis Viorismnikt Cegi, ZipsbPmuns Yp
Pia, Kbnfu ZakbNbkiral watir
Vidular watir
Cmecelatis @issirt%skacg
@abry Nblg, 9StarCilifratbeks
Nbtmab, KangiiksBci crians, Orubts
Akbsii`%Sauko Cak`y,Sudar
Oblns Iktirtabknikt Z_VOani A`lafs
Sbkdli scriik@rana tmiatri
P_, SmeppbkdVia`bkd, Bktirkit
Cars Prakspertatbek Narutb, Myuk`abPata
Snall cars, Fbd cars,SY_s
Paxb, Aute, FISP,Lecal trabk, Talg
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Frak` Nakadinikt. NFA Ketis. @r Anbt Vakdkigar
www+`ranbtrakdkigar+cen anbtrakdkigarJdnabl+cen=
6 Zre`uct
Ti lia` tmi puflbc wbtm kiw pre`ucts tmak asg tmin wmat pre`ucts tmiy wakt+ Pmiy `ekt gkew
wmats pessbfli, fut wi `e+ Se bkstia` eo `ebkd a let eo nargit risiarcm, wi try te criati a nargit
oer a pre`uct fy i`ucatbkd tmin -Agbe Nerbta, Seky"
Zre`uct. eooiri` te satbsoy a wakt er kii`+ Hu`di` ek oiaturis, qualbty, sirvbcis nbx ak` prbci+
Zre`uct `booiriktbatbek. Cmebci eo oern, oiaturis, piroernakci qualbty, cekoernakci qualbty,
`urafblbty, rilbafblbty, ripabrafblbty, ak` styli+ ZQVSPY_
Sirvbcis `booiriktbatbek. Er`irbkd iasi, `ilbviry bkstallatbek, custenir trabkbkd, custenir
ceksultbkd, nabktikakci ak` ripabr
Cekvikbikci btins purcmasi` oriquiktly, bnni`batily, wbtm nbkbnun iooert+
Capbtal dee`s last lekd ak` ari purcmasi` bkoriquiktly fy ceksunirs+
Cenne`btbis. wmiri pmysbcal `booiriktbatbek bs `boobcult
Ixircbsi. 3 ixanplis eo pre`ucts piroernbkd at ixciptbekal livils `ispbti bktiksi cenpitbtbekIxircbsi. Silict 1 cekvikbikci / 1 capbtal dee`, cenpari / cektrast ceksunirs valui mbirarcmy+
Zre`uct Stratidy.Ceer`bkati pre`uct nbx%lbkis, frak`s, pacgadbkd / lafilbkd. `icbsbeks
Zre`uct Livils8 Pmi Custenir _alui Mbirarcmy
Pe plak tmi nargit eooirbkd, a nargitir nust ceksb`ir 9 pre`uct livils tmat ikcenpass tmi
audniktatbeks / traksoernatbeks tmi pre`uct ultbnatily uk`irdeis+ Iacm livil a``s neri
custenir valui, tmi 9 livils cekstbtuti a custenir valui mbirarcmy+
Zre`uct Nbx . MYL Zertoelbe. Ceksunir Zre`uct.Nbx Tb`tm
Zre`uct lbki. dreup eo frak`s clesily rilati` fy oukctbeks / fikiobts. @ill ZC, Kegba nefblisZre`uct nbx. tetal sit eo frak`s nargiti` fy a obrn, nay cektabk pre`uct lbkis
Tb`tm. pre`uct lbkis bk tmi nbx. MZ ZCs, Lapteps, Zrbktirs wbtmbk meni / fusbkiss sidnikts
MYL 11 lbkis -Zirsekal wasm, lauk`ry, sgbk cari+"
Likdtm. tetal kunfir eo btins bk tmi nbx. 69, aviradi likdtm bs 69%11 > 6
@iptm. _arbakts eo iacm pre`uct bk tmi lbki. Lux mas 0 oradrakcis ak` 6 sbzis, se =
@icb`bkd wmbcm pre`uct lbkis te drew, nabktabk, marvist, ak` `bvist5
Zre`uct
Livils
Tmat bt niaks Nargitirs Hef Metil
Custenir
BPC
MetilsCeri Zre`uct feudmt Zrevb`i fikiobts Zlaci te sliip
Fasbc Fikiobts Purk fikiobt te pre`uct Fi`, fatm, clesit Fu`dit.Oertuki
Ixpicti` Attrbfutis /cek`btbeks
Nbkbnun fuyir ixpictatbeks, prbci,cekvikbikci, lecatbek. bnpertakt -IN"
Cliak fi` /teblits, piaci
9.Star. Tilceni
Aud.
nikti`
Ixcii`ixpictatbeks
Audnikti` fikiobts ficeni ixpicti`fikiobts, cenpitbters stip bk. bnpertakt-`ivilepi` nargits"
Satillbti P_,Pia nacmbki,Bktirkit
Supir `iluxi .BPC
Zetiktbal Kiw ways tesatbsoy%`booiriktbati
Aktbcbpati / bkkevati Custenbsi`sirvbci
Tilcen MirbtadiZalacis, oerts
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Frak` Nakadinikt. NFA Ketis. @r Anbt Vakdkigar
www+`ranbtrakdkigar+cen anbtrakdkigarJdnabl+cen2
Meni / Zirsekal cari Oee`s
Zirsekal
wasm
Lauk`ry
Sgbkcari
Mabrcari
Eralcari
@ie`erakts
Celeur
cesnitbcs
Pia
Ceooii
Oee`s
Bcicrian
Zre`uct
lbkiLuxLboifueyLbrblMananFriizi@eviZiarsVixeka
SuroIxcilVbkTmiil
Oabr/levilyZek`s
SuksblgKaturalClbkbc
Zipse.`iktClesiYp
AxiVixeka
Lagni FFLbptek
Fru GbssakGkerrAkka.purka
GwalbtyTalls
Likdtm
Zre`uct lbki stratidy
Ypdra`i custenirs . Narutb =::, Alte, Xik , Tadek V
Cress.sill. MZ prbktirs, ZC / Lapteps, De`rih. Tasmbkd nacmbki, P_, orb`di, nbcrewavi, AC
Lbki.stritcm. pepular-Pbtak", nass-Sekata", prinbun-]ylys", yeutm -Oastracg", itmkbc -Vada"
Lbki obll. Narutb varbakts A], L], _]7 B.Ze`. kake, smuooli, classbc, =:%0:%6:%=%0df
Lbki pruki. Vi`uci ukwakti` % ukpreobtafli. Narutb Dypsy
Zacgadbkd ak` lafilbkd. Pmi 9tm
Z,part eo pre`uct stratidy
Zacgadbkd. 3 livils8 Zrbnary, Sicek`ary, Smbppir, Bksirt
Zrenetbekal valui.pacgadbkd bs fuyirs 1st pre`uct ikceuktir. cak turk ek er eoo
Oukctbekal cenpekikts. pretictbek bk trakspertatbek / steradi, usadi, cekvikbikci, iasi eo usi,
steradi, cekviy usadi bkoernatbek / bkstructbeks Aistmitbc cenpekikts. @isbdk, sbzi, smapi, natirbal, celer, tixt, drapmbcs. marnekbzbkd
Lafilbkd. B`iktboybkd pre`uct er frak`, dra`bkd, `iscrbfbkd tmi pre`uct, a`mirbkd te ridulatery
riqubrinikts, preneti tmreudm attractbvi drapmbcs+
Tarraktbis / Duaraktiis. Ixpicti` pre`uct piroernakci livil fy nakuoacturir, ri`ucis a
fuyirs pircibvi` rbsg, milps wmik ket se will.gkewk pre`ucts qualbty bs supirber te cenpitbtbek+
A Fr ak` Bs Neri Pmak a Zre`uct
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Frak` Nakadinikt. NFA Ketis. @r Anbt Vakdkigar
www+`ranbtrakdkigar+cen anbtrakdkigarJdnabl+cen1:
3 Kiw Zre`uct @ivilepnikt-KZ@"
KZ@. rbsgy fut bo fasi` ek a seuk` oeuk`atbek. nargit sidniktatbek, uk`irstak`bkd ak` tarditbkd
custenirs . ri`ucis rbsg+ Bo KZ@ bs obrst ak` tmik yeu obduri eut mew te nargit, bt usually lia`s te
`bsastir+ Ixciptbek. Alixak`ir Fill bkvikti` tmi Pilipmeki, fut bt was ak bkkevatbek+ Pe`ay. KZ@
cenpiti wbtm sbnblar pre`ucts %iooictbvi sufstbtutis ak` custenirs ari speblt oer cmebci as will asfenfar`i` fy pre`uct ak` nargitbkd nissadis+
Kiw Zre`ucts PypisFriagtmreudm er bkcriniktally altiri` pre`ucts
Friagtmreudm Bkcriniktal
Kiw te tmi werl` piroernakci oiaturis
Mudi a`vakcis bk piroernakci
@ranatbc cest ri`uctbek
Bnprevinikt bk ixbstbkd pre`uct
@irbvatbvi eo ixbstbkd platoern
Ixplebts ixbstbkd oerns % ticmkeledyMbdmir rbsg Lewir rbsg
Bkoriquikt Neri oriquikt
Cestlbir Liss cestly
Pardits kiw %ixbstbkd nargits Pardits ixbstbkd% a`hacikt nargits
Nargitirs rispeksbfblbty
Ikvbsbek nargit
Criati `inak`
I`ucati nargit
Lbstik te ixbstbkd nargit
Accenne`ati currikt `inak`
Cmakdi tmi fasbs eo bk`ustry cenpitbtbek8 Ilictrbc lbdmtbkd, aktbfbetbcs, nbcrewavi,
cri`bt car`, traksbster, miart pacinagir, mbpak` gkii riplacinikts, DZS
Bktils Ziktbun B_ cenputir cmbp. bkcriniktalbnprevinikt evir Ziktbun BBB as tmiy smari saniouk`aniktal ticmkeledy
Bkcerperati` `isbdk bnprevinikts tmat ikmakci`
cmbp piroernakciTbk`ews, NS Eoobci, Zlay statbek
Ixircbsi8 Ceursi eo KZ@ bk yeur bk`ustry evir L1:R. wmat cmakdi` tmi fasbs eo cenpitbtbek, wmat
wiri tmi rial friagtmreudms, wmbcm wiri ekly bkcriniktal5 Tmat ari tmi kiw ticmkeledbis %
pre`ucts lbki` up, mew wbll tmiy aooict yeur cenpaky ak` cenpitbters wmik laukcmi`, bk tirns eo
salis ak` preobtafblbty5
B`iktboybkd kiw pre`uct eppertukbtbis
Ixircbsi8 Oer ak bk`ustry eo yeur cmebci, b`iktboy tmi ukixpleri` eppertukbtbis bk iviry qua`rakt,
ak` b`iktboy tmi playirs wme epirati bk iacm qua`rakt+
Ykixpleri`Eppertukbtbis
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Frak` Nakadinikt. NFA Ketis. @r Anbt Vakdkigar
www+`ranbtrakdkigar+cen anbtrakdkigarJdnabl+cen11
Kiw pre`uct `ivilepnikt -KZ@" Stadis
B`ia dikiratbek. Inpleyiis, Salis oerci, Pra`i, Cenpitbters, Custenirs
B`ia scriikbkd. Oiasbfli, Tergafli, Zractbcal
Cekcipt `ivilepnikt ak` tistbkd. Oii`facg oren tardit au`bikci
Nargitbkd stratidy. Nbx -0Zs", SPZ@, Pardits, Zrehictbeks, Diedrapmbis
Zre`uct `ivilepnikt. Obkal teucmis / Nord
Pist Nargitbkd. Diedrapmy er Sidnikt
Cennircbalbsatbek. Katbekal % Dlefal laukcm
Tmy kiw pre`uct `ivilepnikt -KZ@"
Cmakdbkd custenir kii`s@bit Cegi, Saooela
Kiw Sidnikt Iktry. Narutb S]0
Cmakdbkd nargit kii`s. Sceetirs te Fbgis
Ewk succissis. Frak` % lbki ixtiksbeks. Naddb
Cenpitbtbvi Succissis. Gracghacg. 9:89:, Narbi
Kiw Capafblbtbis. YF Dreup
Kiw Cekcipts. Suzugb Swbot, Pata Aci % 1L Car
Kiw ticmkeledy. B.Ze`, B.Zmeki, P_
Zre`uct lboicycli. NS Eoobci, Zlay Statbek 1,6,3
Zertoelbe % Fusbkiss rialbdknikt. Vilbakci Nefbli
Ikvbrekniktal cmakdis. Nusbc `ewklea`s
Seurci8 Marvar` Fusbkiss Vivbiw
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7/22/2019 Brand Management Notes 3.0
13/59
Frak` Nakadinikt. NFA Ketis. @r Anbt Vakdkigar
www+`ranbtrakdkigar+cen anbtrakdkigarJdnabl+cen13
Frak` assecbatbeks
Pmi frak` stays as a sit eo assecbatbeks bk tmi nbk` eo tmi custenir id Anul nay niak. Bk`bak,
futtir, nblg, cmiisi, ce.epiratbvi, valui, er ivik tmi a`s+ Pmisi assecbatbeks ari steri` as lbkgs te
tmi frak` tmat bkclu`i tmi frak`, cenpaky, catidery, vbsuals, cilifrbty, `isbdk, usadi ixpirbikci,
oiilbkds+ Pmisi lbkgs milp tmi custenir prioir a frak` evir cenpitbters fut a kidatbvi lbkg cak fi
`bsastreus oer tmi frak`+ Id Ca`fury bs dikirbc bk Bk`ba oer nblg cmecelatis ak` cennek
assecbatbeks ceul` fi `abry nblg, tasti, valui, satbsoactbek, bktirkatbekal qualbty itc fut tmi kidatbvi
assecbatbek eo tmi wern.cektrevirsy murt tmi frak`+
Criatbkd a selb` kitwerg eo assecbatbeks milps criati a strekd frak` prioirikci, wmiri tmi
custenir `inak`s oer a frak` ak` alse gkews wmat te ixpict wbtm tmi frak`+ Bo tmi frak`s `ilbvirs
ek ixpictatbeks, frak` cri`bfblbty fubl`s up wmbcm milps `itir cenpitbtbek ak` frak` swbtcmbkd+ Id
Pbtak, Kegba, Anul, Livbs, Saktre
7/22/2019 Brand Management Notes 3.0
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Frak` Nakadinikt. NFA Ketis. @r Anbt Vakdkigar
www+`ranbtrakdkigar+cen anbtrakdkigarJdnabl+cen10
Custenirs frak` `icbsbek nagbkd -Fuybkd a Smbrt upte Vs 1:::"
Frak`s
Ykgkewk Gkewk
Nakzekb,
Zi`rekb,
Xidka,
Leubs Zmbllbpi, _ak Miusik, Arrew, Celer Zlus, Zitir Ikdlak`, @ecgirs, Cmaradm
@bk, Exinfird, Bk`bak Pirrabk, Xe`bac, Austbk Vii`, Allik Selly, HemkZlayir,
Arnakb, N/S, Tblls LS, Zarg Avikui,
Acciptafli Ykacciptafli Bk`booirikt Evirleegi`
Leubs Zmbllbpi, _ak Miusik,
Arrew, Austbk Vii`,
HemkZlayir,
Canfrb`di, Zitir
Ikdlak`, Exinfird
Allik Selly, C@,
@ecgirs, Bk`bak
Pirrabk
Arnakb, N/S,
Tblls, Xe`bac,
Celer Zlus, Arrew
Zurcmasi` Ket Zurcmasi`
_ak Miusik Leubs Zmbllbpi, Arrew, Austbk Vii`, HemkZlayir
Pmi cenpakys nargitbkd iooerts ari oecusi` ek pusmbkd tmi frak` obrst bkte tmi gkewk stadi ak`tmik te tagi bt up te tmi purcmasi` stadi+ Surreuk`bkd tmi ceksunir wbtm tmi rbdmt gbk` eo lbkgs bkak assecbati` kitwerg, criati` tmreudm frak` ixpirbikcis ak` nargitbkd cennukbcatbek milpsoern tmeudmts, oiilbkds, bnadis, filbios, pirciptbeks, epbkbeks, ak` prioirikcis+ Pmisi lbkgs oernstrekd assecbatbeks `iip bkte tmi nbk` eo tmi custenir wmbcm `rbvis purcmasi prioirikci+
Ixircbsi8 Criati a custenirs frak` `icbsbek nagbkd ne`il ak` a cenpakys frak` `icbsbek
nagbkd ne`il oer a cenpaky ak` a catidery, sbnblar te tmi bl lustratbeks afevi
Frak` Zirsekalbty
Frak` Zirsekalbty -Aagir". Ceksunirs pircibvi frak`s pirsekalbty bk tirns eo munakpirsekalbty trabts+ Lbgi munak rilatbeksmbps, as frak`s drew, inetbekal `bniksbek `enbkatis+
Ceksunirs iasbly attracti` te frak` pirsekalbty trabts. `ipik`afblbty -LBC", trust -Pata", mekisty-Zitir Ikdlak`", rilbafblbty -Pbtak", saoity -_elve", ouk -@bskiy"
Ixircbsi. B`iktboy frak`s wbtm pirsekalbty.sbkciri, sepmbstbcati`, cmiiroul, el` oasmbeki`,predrissbvi
Frak` Zirsekalb ty @r bvirs
Zre`uct rilati` cmaractir bstbcs Kek Zre`uct rilati` cmaractirb stbcsZre`uct catidery -Fakg" Ysir bnadiry -Livbs 9:1"
Zacgadi -Fbslirb, Zarli.D" Speksersmbps -Velix, Oinbka"
Zrbci -Vells Veyci, Leubs _ubttek, Fbd Fazaar" Synfel -Narlfere Ceuktry"
Attrbfutis -Gbkdobsmir Fiir" A` styli -Efsissbek, Afselut"
Ceuktry eo erbdbk -Au`b"
Cenpaky bnadi -Pmi Fe`y Smep"
CIE -_bhay Nallya, Stivi Hefs"
Cilifrbty ik`ersirs -Abrcil @mekb"
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Frak` Nakadinikt. NFA Ketis. @r Anbt Vakdkigar
www+`ranbtrakdkigar+cen anbtrakdkigarJdnabl+cen19
A Frak` Zirsekalb ty Scali -FZS"8 Pmi Fbd Ob viSbkcirbty Vaynek`, Mallnarg, LBC, Zarli.D, Velix
@ewk.Pe.Iartm oanbly.erbikti`, snall.tewk, cekviktbekal, flui.cellar
Mekist sbkciri, rial, itmbcal, tmeudmtoul, carbkd
Tmeliseni erbdbkal, dikubki, adiliss, classbc, el`.oasmbeki`
Cmiiroul siktbniktal, orbik`ly, warn, mappy
Ixcbtinikt Zerscmi, Afselut, Fikittek, _brdbk, Gbkdobsmir
@arbkd trik`y, ixcbtbkd, eoo.fiat, olasmy, prevecatbvi
Spbrbti` ceel, yeukd, lbvily, eutdebkd, a`viktureus
Bnadbkatbvi ukbqui, munereus, surprbsbkd, artbstbc, ouk
Yp.Pe.@ati bk`ipik`ikt, cektinperary, bkkevatbvi, addrissbvi
Cenpitikci Pbtak, Oi`ix, @affawallas, BFN, Neev, Kegba
Vilbafli mar`wergbkd, sicuri, ioobcbikt, trustwertmy, carioul
Bktillbdikt ticmkbcal, cerperati, sirbeus
Succissoul lia`ir, cekob`ikt, bkoluiktbal
Sepmbstbcatbek Lixus, Nirci`is, Vivlek, Appli,
Yppir Class dlanereus, dee`.leegbkd, pritiktbeus, sepmbstbcati`
Cmarnbkd oinbkbki, sneetm, sixy, diktliVuddi`kiss Livb$s, Narlfere, Kbgi, Tee`lak`, Ikobil` Fullit, Pad Miuir
Eut`eersy nasculbki, Tistirk, actbvi, atmlitbc
Peudm ruddi`, strekd, ke.keksiksi
Frak` pirsekalb ty eo 6 frak`s cenpitbkd bk prinbun ve`ga nargit oer ica`is
Fetm ari ixpiksbvi, mbdm qualbty, ak` puri yit mavi `booirikt pirsekalbtbis
Stelbcmkaya as a pirsek bs ixpirbikci`, silo assuri` ak` succissoul bk a tra`btbekal cariir. law,fakgbkd+ Mi bs nali, ricedkbzis qualbty, `rbvis a Lixus, ak` oellews tmi latist trik`s
Afselut pirsek bs yeukdir, neri cektinperary ak` olasmbir+ Mi bs alse nali, wergs bk a criatbvieccupatbek. a`virtbsbkd er arts, neri lbgily te de te trik`y fars
Oer fetm, frak` pirsekalbty bs tmi dlui tmat mel`s teditmir tmi b`iktbty ak` cennukbcatbek iooert+
Mew eis Frak` Fimavbeur spiag oer Frak` Zirsekalb ty
Frak` fimavbeur Zirsekalbty trabts Frak`Oriquikt cmakdis. pesbtbek, pre`uct oerns, synfels,a`virtbsbkd, itc+
Olbdmty, scmbzepmrikbc Cegi Bk`ba
Oriquikt `ials ak` ceupeks Cmiap, ukculturi` Fbd Fazaar
A`virtbsis ixtiksbvily Eutdebkd, pepular Kegba, Abrtil
Strekd custenir sirvbci, iasy.te.usi, itc Appreacmafli Narutb
Cektbkubty eo cmaractirs, pacgadbkd Oanblbar, cenoertafli Zarli.D
Mbdm prbci, ixclusbvi, a`s bk upscali prbkt Skeffbsm, sepmbstbcati` Velix
Orbik`ly a`virtbsbkd, ik`ersirs Orbik`ly @bskiyAssecbatbek wbtm cultural ivikts Culturally awari Pbnis eo Bk`ba
Frak` b`iktbty. a`` pirsekalbty, sit eo valuis, pirciptbeks ak` frak` aspbratbeks all tmipbicis cekvirdbkd+Sweesm riplacis Kbgi frak` kani, Cegi slakti` oleurbsm, Nekt Flakc star
Frak` bnadi. Sun tetal eo ceksunir pirciptbeks, obrns obt pirciptbeks te cennukbcatbek.Swatcm trik`y, Kegba valui, Pbtak piroernakci, _elve saoi
Cerperati b`iktbty. _bsual aspicts%bnadi eo obrns prisikci.id lede, cellatirals.Pata
Frak` ripesbtbekbkd. custenir prioirikcis cmakdi. Zitrel punps, typbcal te vbfrakt
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Frak` Nakadinikt. NFA Ketis. @r Anbt Vakdkigar
www+`ranbtrakdkigar+cen anbtrakdkigarJdnabl+cen1?
Custenir Fasi` Frak` Iqubty Zyranb`. Gillir -Frak` Visekakci Zyranb`"
Frak` risekakci cmaractirbzi` fy strekd frak` / ceksunircekkict, tmreusadi / ixpirbikci
Strekd risekakt frak`s. bkcriasi` leyalty / `icriasi` vulkirafblbty te cenpitbtbvi actbeks
Frak` cmallikdi. iksuri rbdmt custenir ixpirbikcis te criati rbdmt frak` gkewli`di
Frak` iqubty. custenirs `ivilep `booiriktbal tewar`s a frak` mikci prioir bt evir etmirs
Yk`irstak`bkd `booiriktbal crbtbcal te bktirprit tmi past, `isbdk iooictbvi outuri predrannis
Fubl`bkd risekakci bkvelvis a sirbis eo stips
B`iktbty. Tme ari yeu. ceksunirs fidbk te uk`irstak` wmat a frak` stak`s oer, niaks
Niakbkd. Tmat ari yeu. ceksunirs lbkg bk%takdbfli assecbatbeks, uk`irstak` Ze@ / ZeZ
Vispeksi.Tmat afeut yeu. hu`di frak`s ek cri`bfblbty, ixpirtbsi / trustwertmbkiss Vilatbeksmbps.Tmat afeut yeuak` ni. Mew te cekkict, criati bktiksi, actbvi leyalty
Fubl`bkd flecgs. structuri te fubl` frak`s wbtm custenirs
Salbikci. ceksunirs frak` ricall bk a purcmasi sbtuatbek. `iptm / fria`tm eo frak` awarikiss
Ziroernakci. Tmat a frak` `eis te niit custenirs oukctbekal kii`s. bktrbksbc prepirtbis
Bnadiry. Pmbkg afstractly tmak pmysbcally afeut frak`, bktakdbflis. ixtrbksbc frak`prepirtbis
Hu`dnikts. Custenir frak` ivaluatbek -piroernakci' bnadiry assecbatbek". frak` epbkbeks
Oiilbkds. inetbekal frak` rispeksi% riactbek -nbl`%bktiksi7 '%., er ixpirbiktbal % ik`urbkd"
Ixpirbiktbal oiilbkds -warntm, ouk ak` ixcbtinikt". bnni`bati / smert.lbvi`
Ik`urbkd oiilbkds -siksi eo sicurbty, secbal appreval, silo.rispict", prbvati, eo `ay.te.`ay lboi
Visekakci. Bktiksi, actbvi leyalty. custenirs oiil a cekkict te frak`, wbll nbss bt bo bt wikt away
Katuri eo rilatbeksmbp, ixtikt te wmbcm custenirs oiil tmiy ari bk sykc wbtm a frak`
Fimavbeural leyalty. ripiat purcmasi ratis
Attbtu`bkal attacmnikt. bktiksbty er `iptm eo psycmeledbcal fek` custenirs mavi wbtm a frak`
Actbvi ikdadinikt. livil eo actbvbty ikdik`iri` fy tmbs leyalty
Siksi eo cennukbty. ixtikt te wmbcm custenirs siig frak` bkoe, ivikts, leyal custenirs
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Frak` Nakadinikt. NFA Ketis. @r Anbt Vakdkigar
www+`ranbtrakdkigar+cen anbtrakdkigarJdnabl+cen14
Frak` _alui Cmabk -Givbk Gillir"
Milps assiss obkakcbal riturk eo `ivilepbkd tmi frak` tmreudm 0 stadis+ Seni rilatbeksmbps mavi ket yitfiik brictly niasuri , fut ari bnpertakt te ceksb ir wmik valubkd a frak`+
Pmi valui stadis lia` te smarimel`ir valui `rbvikfy nultbplbirs, er obltirs, fitwiik tmi stadis
Nultbplbirs ari oacters tmat bkoluikci bnpact eo eki stadi ek tmi sufsiquikt stadi+
Nargitbkd predran bkvistnikt bk pre`uct, inpleyiis, a`virtbsbkd aooict outuri frak` valui
Zredran qualbty. a` `bstbkctbvikiss, sirvbci ceksbstikcy `itirnbki mew nucm tmi obrst stadi
bkoluikcis tmi sicek` stadi
Custenir nbk`sit, bkclu`is 9 As, mbirarcmbcal bk katuri. awarikiss supperts ceksunirs
frak` assecbatbeks, wmbcm `rbvi attbtu`is, wmbcm lia` te attacmnikt / ultbnatily actbvbty
Nargit cek`btbeknultbplbirs trakslati tmi 9 As te frak` valui
Nargit piroernakci niasuris frak` piroernakci bk tmi nargitplaci tmreudm prbci prinbun
ak` ilastbcbty, nargit smari `inekstratis frak`s afblbty te `rbvi salis, ixpaksbek succiss bs
frak`s eppertukbty te bkcriasi rivikui strians / lewir cests. all lia` te frak`preobtafblbty
Pmisi lia` te smarimel`ir valui, `rbvik fy bkvister siktbnikt fasi` ek nargit oercis lbgi
drewtm petiktbal / rbsg preobli wmbcm cak aooict tmi ivaluatbek+
Smarimel`ir valui bs attabki` tmreudm stecg prbci, ZI ratbes / nargit capbtalbzatbek
Peditmir, tmisi stadis allew frak` valui ivaluatbek / suddist arias eo bnprevinikts
Frak` gkewli`di
Frak` gkewli`di criatis a `booiriktbal tmat `rbvis frak` iqubty+ Bo custenirs carry strekd, ukbqui,
oaveurafli frak` assecbatbeks bk nbk`, strekd frak` bs fublt `ui te mbdm frak` awarikiss / 'vi
frak` bnadi+ Pmbs cekvbkcis a custenir eo niakbkdoul ak` valuafli `booirikci bk eki frak` ak`
cenpils mbn te prioir bt evir etmirs+
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Frak` Nakadinikt. NFA Ketis. @r Anbt Vakdkigar
www+`ranbtrakdkigar+cen anbtrakdkigarJdnabl+cen1=
Cedkbtbvi frak` `bniksbeks
@bniksbek Niakbkd Cenpaky % frak`
Frak` wibdmt Frak` `enbkakci bk a nargit Nbcreseot, H/H fafy, @ittelFrak` likdtm Frak` afblbty te `bvirsboy acress catiderbis @bskiy, _brdbk, Pata
Frak` pewir Leyalty eo tmi custenir dreup Appli, Marliy @avb`sek, El`Nekg
Frak` fria`tm Frak` appial acress custenir dreups Cegi, Zarli D, Anul Futtir
0Cs te criati pesbtbekbkd
Cenpaky Custenir
Tmat te eooir ak` cennukbcati Pe wmen
Cmakkil Cenpitbter
Tmiri te sill bt @booiriktbal
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Frak` Nakadinikt. NFA Ketis. @r Anbt Vakdkigar
www+`ranbtrakdkigar+cen anbtrakdkigarJdnabl+cen12
9 Frak` Zesbtbekbkd
Frak` Zesbtbekbkd. @isbdk obrns eooirbkd / bnadi te eccupy `bstbkct placi bk tardit custenirs nbk`
Viprisikt a `bstbkctbvi fbd b`ia bk tmi nbk` eo tmi tardit nargit
B`iktboy `booirikt kii`s / dreups bk tmi nargit -sidnikts"
Pardit dreups%nargits bt cak satbsoy bk a supirber way -tarditbkd"
Lecati frak` bk tmi nbk`s eo ceksunirs -pesbtbekbkd"
Cennukbcati -prenetbek" a valui prepesbtbek te tmi tardit nargit tmat bs `bstbkctbvi, valuafli
/ niakbkdoul -`booiriktbatbek"
Frak` La``ir -Mew `eis a
frak` dit bkte custenirs nbk`"
Zrenbsi. _alui prepesbtbek
eooiri` te custenirs, cmebci
Aoobkbty. Bktirist bk tmifrak`,
`booiriktbals ivb`ikt
Frak` Fek`bkd. Zircibvi` as
`ilbvirbkd ek prenbsi
Leyalty. 'vi `booiriktbal
iooict `rbvbkd custenir frak`
prioirikci evir b`iktbcal
cenpitbtbvi frak`s, wbllbkd te
pay neri %wabt% de placis bo
ukavablafli Frak` Iqubty. Frak`s obkakcbal valui te tmi obrn, bkclu`is sun tetal eo oacters fisb`is salis+
Oren a custenirs pirspictbvi, tmi riasek wmy mi cmeesis tmat frak` evir cenpitbtbek
Zrenetbekal stratidbis rivelvi acress varbeus frak` purcmasi stadis
Craotbkd tmi frak` pesbtbekbkd
Zesbtbekbkd riqubris `itirnbkbkd a cenpitbtbvi orani eo rioirikci+ Pmi orani`iobkis assecbatbeks tmat
ceksunirs usi te ivaluati `brictly ak`%er frea`ly cenpitbkd frak`s, as uk`ir8
1+ B`iktboybkd tmi tardit nargit-wmbcm frak` oer wmbcm nargit"6+Yk`irstak`bkd ceksunir fimavber ak` tmibr ceksb`iratbeks bk cmeesbkd frak`s. prbci pebkts,
culturi, fuybkd pattirks, attbtu`is, prioirikcis+
3+Katuri eocenpitbtbek -`brict, bk`brict, ZLC stadi, bktiksi, cekselb`ati`, oradnikti`"
0+Zebkts.eo.parbty -pep" assecbatbeks. wmbcm ceksunirs vbiw as issiktbal te fi a cri`bfli eooirbkd
bk a cirtabk pre`uct catidery+ Smari` valuis fitwiik frak` / cenpitbters, cennek
`ikenbkaters `iobkbkd tmi catidery+ Pmiy riprisikt kicissary cek`btbeks fut ket kicissarbly
suoobcbikt oer frak` cmebci+
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Frak` Nakadinikt. NFA Ketis. @r Anbt Vakdkigar
www+`ranbtrakdkigar+cen anbtrakdkigarJdnabl+cen6:
9+Zebkts.eo.`booirikci -pe`" frak` assecbatbeks. attrbfutis%fikiobts ceksunirs assecbati wbtm a
frak`, pesbtbvily ivaluati / filbivi tmiy cakket obk` te tmi sani ixtikt wbtm etmir frak`+
?+Viasek te Filbivi -VPF". Tmy smeul` a custenir fuy yeur frak`. cenpaky ceksbstikcy,
cri`bfblbty, mirbtadi, bkkevatbek lidacy, ceuktry eo erbdbk itc
Cmeesbkd ZEZs ak` ZE@s
ZEZ `rbvik fy catidery ninfirsmbp kii`s, te acmbivi ak attrbfuti er fikiobt ZEZ, ceksunirs
nust filbivi frak` bs dee` ek tmat `bniksbek, giy bs pirciptbek eo cliar supirberbty+
Catidery ZEZ cmakdi evir tbni `ui te ticmkeledy, lidal, trik`s+ Id MPC v BZmeki+
Cenpitbtbvi ZEZ. te kidati cenpitbters ZEZ+ MPCs oiaturis sbnblar te BZmeki milps pesbtbek
bt as ak BZmeki cenpitbter at a nucm lewir prbci, wmbcm etmirwbsi was `boobcult te cennak`+
Criatbkd strekd, oaverafli / ukbqui ZE@ assecbatbeks issiktbal te cenpitbtbvi pesbtbekbkd+
Appli bkkevatbek, Zarli. D valui, Patas. trust, Narutb. Sirvbci, @affawallas. rilbafblbty+
ZE@ smeul` fi `isbrafli / rilivakt te ceksunirs, wmbcm obrn smeul` fi capafli eo `ilbvirbkd,
cennukbcatbkd ak` sustabkbkd+ Nargitirs smeul` `icb`i livil-s" te akcmer tmi frak`s [email protected] . frak` attrbfutis, Nb`. frak`
fikiobts, Pep. frak` valuis+
Criatbkd ZEZs ak` ZE@s
Pmi niktal nap smews Kbgis rakdi eo frak`
spicbobc ak` catidery spicbobc assecbatbeks,
Kbgi. Ze@ ariNH, Abr / Fasgitfall
A`b`as. Ze@ bs Pep atmlitis
Viifeg. Ze@ bs Pikkbs All etmir assecbatbeks ari catidery ZeZs
Ixircbsi. Mew Smeul` Narutb pesbtbek btsilo wbtm rispict te tmi Pata Kake5
Ixircbsi. ZEZs / ZE@s oer Appli b.Zmeki, Vs 9::: nefbli pmeki
Ixicutbkd tmi frak` pesbtbekbkd
Frak` b`iktbty. mew cenpaky abns
te b`iktboy er pesbtbek frak`+ Fublt
tmreudm lede, hbkdli, a`s, cilifrbtbis,
pre`uct trbal, ixpesuri itc+ Lafil. pest b`iktbty, frak` rinabks
a lafil bk custenirs nbk`+ Custenir
nay ket assecbati akytmbkd wbtm tmi
frak`, ker fi bkclbki` te purcmasi bt,
yit nay b`iktboy bt, rininfir tmi
a`, lede, cilifrbty, pacg+
Frak` Bnadi. mew custenir
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Frak` Nakadinikt. NFA Ketis. @r Anbt Vakdkigar
www+`ranbtrakdkigar+cen anbtrakdkigarJdnabl+cen61
pircibvis tmi frak`+ Tmat custenir assecbatis wbtm tmi frak`+ Zirciptbek turks te pesbtbek evir
tbni+ Fublt fy ixpesuri te cennukbcatbeks, wer` eo neutm, pre`uct usadi ak` ixpirbikci, itc
Frak` cekdruikci. Bktik`i` pesbtbekbkd -b`iktbty" smeul` fi cekdruikt -natcm" wbtm wmat
ixbsts bk tmi ceksunirs nbk`-bnadi"
Frak` cri`bfblbty. mew will frak` `ilbvirs ek bts prenbsi Neev. Facgacmis, Kegba.
Ziroernakci, Pbtak. valui
Frak` Zesbtbek. @bstbkct placi er a `iipir pirciptbek bk tmi custenirs nbk`, acmbivi` fy
ixpesuri, assecbatbek, usadi, cri`bfblbty+
Zesbtbekbkd > cenfbkbkd bktirkal -frak` b`iktbty' bnadi" ' eutwar` frak` ixprissbeks
-duaraktiis, sirvbci, piroernakci / pacgadbkd"+ Pmi part eo tmi frak` b`iktbty ak` valui
prepesbtbek -ciktral fikiobt" te fi actbvily cennukbcati` te tmi tardit au`bikci
Zesbtbeks tmat obrns succissoully mavi clabni` bk Bk`ba
Fiauty. Lux
Zrinbun.Fesi, FikzPmak`a. Cegi
Terl` scali. Vilbakci
Dikirbc.Ca`fury% ]irex% Anul Futtir
@ilbviry.@enbkes% Flui @art
Sirvbci. Zrbvati Fakgs, Narutb
Oast oee`. Y`bpb, _a`aZav, Sak`wbcm
Vakdi. _bhay Salis, Aloa, Kegba
Reutm. Zipsb, Swatcm
Oivir. Crecbk
Bkkevatbek. Seky, Casbe
Nacme. Ikobil` FullitZiroernakci. Kegba, Fata, Pbtak
Orbik`ly salisnik.Iuriga Oerfis
Viacm.MLL, Dlaxe,Celdati
Gb`s.Nc@ekal`s, Issilwerl`, H/H
Bk`bak NKC.Vakfaxy, Bkoesys, Tbpre
Icekeny. Fbd Fazaar
_alui.@ellar Smeps, Oactery eutlits
Peurbsn.Dea, Girala, Vahastmak
Mia`acmi.Sarb`ek%Akacbk
Zirciptual Nap
Tatcmis
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Frak` Nakadinikt. NFA Ketis. @r Anbt Vakdkigar
www+`ranbtrakdkigar+cen anbtrakdkigarJdnabl+cen66
Cars
Z/D Zesbtbekbkd8 `bstbkct pesbtbeks, ivik bk sani sidnikts -Aagir / Heagbnstmalir"
Frak` Sidnikt ZesbtbekMia` / Smeul`irs Smanpees Aktb.@ak`ruoo
Zirt Zlus Smanpees Cek`btbekir ' smanpee
Zaktiki Smanpees Mialtmy ' smbky mabr
Arbil @itirdikt Mbdm Picm @itirdikt
Pb`i @itirdikt Peudm cliakbkd
Cmiir @itirdikt All.tinpiraturi cliakbkd
Fel` @itirdikt Oafrbc seotikir
@asm @itirdikt Cekciktrati` pew`ir
Tmbspir Sakbtary Zre`ucts Mydbikbc pretictbek
_bcgs Cel` Cliars flecgi` kesi
El` Spbci Aotir Smavi Naklbkiss
Crist Peetmpasti Cavbtbis
MYL. Axi ak` Vixeka, fetm nargiti` fy MYL, epirati bk tmi sani sidnikts. `ie`erakts+
Vixeka bs pesbtbeki` adabkst fe`y e`eur tarditbkd tmi wergbkd pepulatbek, wmbli Axi bs pesbtbeki`
ek si`uctbek tarditbkd tmi yeutm+ Fetm usi cenplitily `booirikt cennukbcatbek stratidbis,
altmeudm tmiy tardit tmi sani frea` sidnikt+
Zrinbun
Ze ular
Ceksir
vatbvi
Sperty %Mb Picm
Swbot
N Fikz
Cbt
Au`b
Cerella
Ha uar
Vbtz
b1:
B6:
Bk`bca
Oirrarb
Kake
FNT
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Frak` Nakadinikt. NFA Ketis. @r Anbt Vakdkigar
www+`ranbtrakdkigar+cen anbtrakdkigarJdnabl+cen63
Zesbtbekbkd tmi cenpakyCustenirs Tme, @inedrapmbcs, Zsycmedrapmbcs, Mew `e B riacm tmin
Tmiri ari ny custenirs Diedrapmbis, SidniktsSecbal % icekenbc statusPeucm pebkts, Ni`ba mafbts
Mew `e custenirs obk` ni Ni`ba, Zrenetbek -SZZASN@P, TeN", BktirkitMew custenirs pircibvi valui Ziroernakci, _ON, 0Zs, ticmkeledy, sirvbci, `isbdk, `ilbviry
Mew `e wi fist `ilbvir valui Frbcg, clbcg, frbcg ak` clbcg, clbcg / frbcg, nabl er`ir, cataledui
Cenpitbtbek @brict, bk`brict, dikirbc
Fikiobts oer custenirs eocenpitbtbvi frak`s
Tmat kii`s `e tmiy sirvi, sirvi fittir tmak us, `e ket sirvifittir
Mew an B pesbtbeki` Ykbqui, ket ukbqui, cenpitbtbvi a`vaktadi
Zre`uct @booiriktbatbek
A`` a sit eo valuafli, niakbkdoul ak` cenpillbkd `booirikcis te `bstbkdubsm yeur eooirbkd oren tmateo tmi cenpitbtbek+ Custenirs fuy fasi` ek tmibr pirciptbek eo qualbty, valui, prbci, piroernakci,
usadi ixpirbikci paranitirs, wmbcm smeul` b`ially fi `booiriktbati` ek+ Frak`s `booiriktbati ekoiaturis%fikiobts brrilivakt te custenirs+ Nest nefbli pmekis oiaturis nay mar`ly fi usi`, kiwirnakadinikt tixt feeg i`btbeks. fbddir / cestlbir, ket kicissarbly fittir
Cenpitbtbvi a`vaktadi tmreudm `booiriktbatbek, acress 9 `bniksbeks8
Zre`uct -oern, oiaturis, piroernakci qualbty, cekoernakci qualbty, `urafblbty, rilbafblbty,riparafblbty, styli, `isbdk"
Sirvbcis -er`ir iasi, `ilbviry, bkstallatbeks, custenir trabkbkd, custenir ceksultbkd,nabktikakci ak` ripabr, nbscillakieus sirvbcis"
Zirsekkil .fittir.trabki` piepli, ? cmaractirbstbcs8 Cenpitikci, Ceurtisy, Cri`bfblbty,Vilbafblbty, Vispeksbvikiss / Cennukbcatbek+
Cmakkil . ceviradi, ixpirtbsi, ak` piroernakci+ Bnadi . Fuyirs rispek` `booiriktly te cenpaky / frak` bnadis, b`iktbty / bnadi te fi`bstbkdubsmi`
Sustabkbkd frak`s
Tmat sustabks Tmat ire`is
Cenpitbtbvi a`vaktadi bk bts pre`uct`booiriktbatbek `bniksbeks -pre`uct, sirvbcis,pirsekkil, cmakkil / synfels" sustabks a frak`
Ceksunir kii`s ak` wakts nit fy frak`s, cmakdi,ivelvi, er `bi, lia`bkd te less eo frak` ZE@ er lacgeo ZEZ wbtm etmir frak`s
Cektbkueusly nekbterbkd ikvbrekniktalcmakdis, custenir prioirikcis, stratidbis, ak`ticmkeledy, iqubp frak` wbtm ZE@%ZEZ
Cenplacikcy, cmakdi bk ticmkeledy, lacg eo kiwpre`ucts, ket rispek bkd te cenpitbtbvi ak`ikvbrekniktal tmriats ak` stratidbis, cak spill `een
Ixircbsi. b.pmeki
Giy succiss oacter5 Frak` pesbtbekbkd, bkkevatbek, Zep, Ze`, frak` bnadi
Tmiri bs bpmeki vulkirafli5 Icekenbcal cenpitbters, bnbtaters, mbdmir ticmkeledy+
Tmat smeul` bt watcm eut oer5 Cmakdbkd prioirikcis, valui, kiw trik`s
Giy bnprevinikt arias5 Zrbci, prenetbek, oiaturis, custenir sirvbci
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Frak` Nakadinikt. NFA Ketis. @r Anbt Vakdkigar
www+`ranbtrakdkigar+cen 60 anbtrakdkigarJdnabl+cen
? Frak` B`iktbty
A ukbqui sit eo frak` assecbatbeks tmat tmi frak` stratidbst aspbris te criati er nabktabk+Pmisi assecbatbeks riprisikt wmat tmi frak` stak`s oer ak` bnply a prenbsi te custenirsoren tmi erdakbsatbek+ Aagir
Pe fi iooictbvi, a frak` b`iktbty kii`s te risekati wbtm custenirs, `booiriktbati tmi frak`oren cenpitbters, ak` riprisikt wmat tmi erdakbzatbek cak ak` wbll `e evir tbni+Tmat `eis a frak` stak` oer5 Mew `eis bt criati a rilatbeksmbp wbtm bts custenirs5 Tmatbs bts valui prepesbtbek5 @booiriktbal5 Frak`s ukbquikiss5
Frak` b`iktbty. wmat a frak` wakts te cekviy te bts custenir . niakbkd, silo bnadi
Frak` Bnadi. mew a custenir pircibvis tmi frak`, tmreudm sbdkals inakatbkd orentmi frak`s cennukbcatbeks ak` usadi ixpirbikci
Frak` Issikci.A frak`s ouk`aniktal katuri erqualbty+
Pmi eki cekstakt acress pre`uct catiderbis ak` tmreudmeut tmi werl`+A`b`as8 Atmlitbc Ziroernakci, Pata8 Prust, _elve8 Saoity, @bskiy8 Ouk
Frak` cri`bfblbty. `ilbvirbkd ek yeur prenbsi fubl`s frak` cri`bfblbty
Pra`i @riss. aistmitbc ilinikts tmat prevb`i lidal pretictbek oer a frak`s b`iktbtyCegi fettli smapi, Celdati Vi` / Tmbti @isbdk, Marliy.@avb`seks ikdbki seuk`
Frak` Zrenbsi. Tmat a frak` cak ak` nust `e oer custenirs
Nust prenbsi `booiriktbati` fikiobts, rilivakt / cenpillbkd te tmi ceksunir
Fikiobts tmat ari oukctbekal, ixpirbiktbal, inetbekal / silo.ixprissbvi
Suppert frak` prenbsis wbtm cenpillbkd preeo pebkts -riaseks te filbivi"
A``riss giy ceksunir kii`s, nakboist bk erdakbzatbeks pre`ucts ak` sirvbcis
Liviradi erdakbzatbeks strikdtms, cenpitbtbvi a`vaktadi tmreudm `booiriktbatbek
@rbvi erdakbzatbekal `icbsbek, systin, actbek, ak` preciss, bkspbri / ikirdbzi
Cenpekikts eo a frak`s b`iktbty8
Kanis, ledetypis, synfels / drapmbc `ivbcis. Nirci`is trbstar, Kbgi sweesm
@bstbkctbvi smapis ak` celers. Celdati ri`
Frak` vebci ak` vbsual styli, seuk`s, hbkdlis ak` etmir nkinekbc `ivbcis
Pypedrapmy, tmini lbkis er sledaks. Kbgi Hust `e bt
Cmaractirs ukbquily assecbati` wbtm a frak`. Cegi. Slaktbkd oleurbsm
Pixturis, scikts, olavers, ak` etmir siksery ilinikts
Cmeesbkd Frak` Ilinikts
Frak` ilinikts ari `ivbcis tmat b`iktboy ak` `booiriktbati tmi frak`, fubl` frak` iqubtyPmi frak`.fubl`bkd afblbty eo tmisi ilinikts bs wmat ceksunirs weul` tmbkg er oiil
afeut tmi pre`uct bo tmiy ekly gkiw afeut tmi frak` ilinikt
Ninerafli, niakbkdoul ak` lbgiaflicak fi cmaractirbzi` as frak` fubl`bkd bktirns eo mew frak` iqubty cak fi fublt tmreudm tmi hu`bcbeus cmebci eo a frak` ilinikt+
Praksoirafli, a`aptafli ak` pretictafliari neri `ioiksbvi ak` cekcirki` wbtmmew tmi frak` iqubty cektabki` bk a frak` ilinikt cak fi liviradi` / prisirvi` bk tmioaci eo `booirikt eppertukbtbis ak` cekstrabkts+
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Frak` Nakadinikt. NFA Ketis. @r Anbt Vakdkigar
www+`ranbtrakdkigar+cen 6? anbtrakdkigarJdnabl+cen
Casi. Frak` b`iktbty eo A`b`as / KbgiKbgi A`b`as
Zrene stratidy oecus ek bk`bvb`ual atmlitis Speksers tians / dlefal ivikts
Ixtirkal Zmysbqui Sperts / obtkiss Sperts / obtkiss
Vilatbeksmbp Speksersmbp, itmbcs Qualbty / mirbtadi
Violictbek Addrissbvi, prevecatbvi, bk.yeur. oaci
Spertsnaksmbp, tian playir, strekdwerg itmbc
Bktirkal Zirsekalbty Nbcmail Her`ak, Pbdir Tee`s Pra`btbekal, ceksirvatbvi, cellictbvi
Culturi Anirbcak, Hust @e Bt Iurepiak, tra`btbekal
Silo.Bnadi Ceel, trik`y Cenpitbter, cenpitikt
Giy `booirikcis fitwiik tmi twe cenpakbis ari at tmi cultural ak` tmi silo.bnadi livil+
A`b`as stak`s oer Iurepiak culturi, tra`btbekal, ceksirvatbvi, cellictbvi / cenpitikt
Kbgi synfelbsis Anirbcak way8 bk`bvb`ual / addrissbvi. Nbcmail Her`ak, NcIkrei
A`b`as cekkicti` te pesbtbvi inetbeks, neri te cenpitbkd tmak te wbkkbkd
A`b`as. cmallikdbkd ekisilo bs ixcbtbkd7 wbkkbkd bs riwar`, ket riasek oer playbkd will
A`b`as pirsekalbty riolicts trui spertsnaksmbp, dee` tian playir / strekd werg itmbc+
Kbgi mas a ceel attbtu`i, Reu `ekt wbk sblvir, yeu lesi del`, wbkkbkd bs paraneukt
Ixicutbkd tmi Frak` B`iktbty. Cenfbki vbsual, au`btery / etmir siksery cenpekiktstmat criati ricedkbtbek, frak` prenbsi, cennukbcatbek sykirdy / milp `booiriktbatbek+
Starts oren pesbtbekbkd / valuis ak` bs ixicuti` tmreudm tmi nargitbkd nbx -0Zs"
Zre`uct. ceksunirs frak` ixpirbikcis smeul` niit%surpass ixpictatbeks
Zrbcbkd.pirciptbek eo valui, iquati wbtm qualbty
Zlaci. avablafblbty ak` vbsbfblbty
Zrenetbek. bktidrati` nargitbkd cennukbcatbek -BNC" te `rbvi meni tmi nissadi
Frak` B`iktbty plakkbkd ne`il -@A_B@ AAGIV"Pe uk`irstak`, `ivilep, ak` apply tmi frak` b`iktbty cekcipt+ Bktre`ucis 6 stratidbcfrak` cenpekikts. stratidbc frak` akalysbs ak` frak` b`iktbty bnpliniktatbek systin+
Violictbek8Addrissbvi,
prevecatbvi,
bk.yeur.oaci
Silo.Bnadi8Ceel, B an ak
Atmliti
Vi latbeksmbp8Speksersmbp,
itmbcs
Zirsekalbty8Lbgi Her`ak,
Tee`s
Zmysbqui8Sperts ak
obtkiss
Culturi8Anirbcak,
Hust `e Bt!
Zbcturi eo Sik ir
Zbcturi eo Vicbpbikt
Ixtirkalbza
tbek
Bkt
irkalbzatbek
Kbgi
Violictbek8trui spertsnak.
smbp, A dee` tian
playir, strekd werg
itmbc
Silo.Bnadi8Vilatis neri te
cenpitbkd tmak t e
wbkkbkd
Vi latbeksmbp8Qualb ty ak `
mirbtadi
Zirsekalbty8Pra`btbekal, ceksirva.
tbvi, cellictbvi
Zmysbqui8Sperts ak`
obtkiss
Culturi8Iurepiak,
Pra`btbekal
Zbcturi eo Sik ir
Ixtirkalbza
tbek
Bktirkalbzatbek
Zbcturi eo Vicbpbikt
A`b`as
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Frak` Nakadinikt. NFA Ketis. @r Anbt Vakdkigar
www+`ranbtrakdkigar+cen 6= anbtrakdkigarJdnabl+cen
4 Frak` ArcmbticturiAk erdakbzbkd structuri, oanbly trii er mbirarcmy eo tmi frak` pertoelbe tmat spicbobis
frak` relis ak` tmi katuri eo rilatbeksmbps fitwiik frak`s ak` suf frak`s -Aagir /
Heagbnstmalir"
Frak` arcmbticturi bs lbgi a seccir tian wbtm tmi oeetfall pbtcm as tmi nargit nap, ak`iacm oeetfall playir as a frak` playbkd a naher, nbker er suppert reli+ Mikci bk`bvb`ualplayirs%frak`s wbll fikiobt oren b`iktbty ak` cennukbcatbek predrans
Pmi b`ial pertoelbe Pypbcal nargit%frak` pertoelbe
Seurci8 @isbdkbkd frak` arcmbticturi -@avb`sek, 6::6, pertoelbe nakadbkd nattirs+ Frak` Stratidy pp 6=.62"
Efhictbvis eo frak` arcmbticturi ari. criatbkd iooictbvi / pewiroul frak`s, allecatifrak` fubl`bkd riseurcis, criati sykirdy, clarbty eo pre`uct eooirbkd, liviradi frak`iqubty, ak` prevb`i platoern oer outuri drewtm+
Frak` pertoelbe. all frak`s, suffrak`s, cefrak`s7 a`` %ixtik`% `iliti frak`s
Zertoelbe relis eo iacm frak`.
Stratidbc Veli. bnpertakt seurci eo outuri preobts%vbsbek. _brdbk Abr, Pata bk`bcen
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Frak` Nakadinikt. NFA Ketis. @r Anbt Vakdkigar
www+`ranbtrakdkigar+cen 62 anbtrakdkigarJdnabl+cen
Lbkcmpbk Veli. frak` prevb`is giy fasbs oer custenir leyalty+ Obrst Cbtbzik Cluf oerSmeppirs Step, H/H fafy rakdi
Sblvir Fullit. frak` pesbtbvily bkoluikcis bnadi eo aketmir frak`. BFN Pmbkgpa`feesti` puflbc pirciptbeks eo BFN, Kake eo Pata Neters
Casm Cew. sbdkbobcakt custenir fasi nay ket riqubri mbdm livil eo bkvistnikt fut
dikiratis ouk`s te fi bkvisti` bk stratidbc, lbkcmpbk, sblvir.fullit frak`s+ Zarli D,Kbvia Crini
@isbdk Reur Zertoelbe Drapmbcs
_bsual riprisiktatbeks acress pertoelbe eo frak`s. ledes, pacgadbkd, synfels, pre`uct`isbdk, layeut eo prbkt a`s, tadlbkis. leeg ak` oiil eo iacm frak` prisiktatbek
@e vbsual riprisiktatbeks sik` rbdmt sbdkals eo rilatbeksmbps fitwiik frak`s bkpertoelbe5
Ixircbsi8 put all drapmbc riprisiktatbeks eo frak` pertoelbe -ledes, pacgs,nascets" ek papir+ @e tmiy cekviy ceksbstikt nissadi ak` suppert frak`
pertoelbes structuri
@ivilep Frak` Zertoelbe Structuri
Frak` pertoelbe structuri bs a way eo dreupbkd frak`s te clarboy ledbcal rilatbeksmbps
Frak` mbirarcmy trii oer Bk`bak Metils. Pah Metils, mallnarg eo luxury ak` sirvbci
Fut Pah tad was ek iviry dreup metil, duists wiri cekousi` wmat frak` Pah stee` oer5
@booiriktbati` fy qualbty / sirvbci stak`ar`s , mbvi eoo metils ket obttbkd arcmbticturi
Ixircbsi. clarboy rilatbeksmbps anekd frak`s fy `rawbkd a frak` oanbly trii+
Spicboy tmi Zre`uct.Nargit cektixt eo iacm frak`
Ik`ersir frak`s. Frak` ik`ersi` fy parikt er cerperati frak` wmiri parikt frak`bs b`iktbobi` wbtm tmi frak`, fut, ik`ersi` frak` bs dbvik driatir vbsual wibdmt tmakparikt frak`+ Pmi cerperati%parikt frak` lik`s cri`bfblbty er assurakci te ik`ersi`
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Frak` Nakadinikt. NFA Ketis. @r Anbt Vakdkigar
www+`ranbtrakdkigar+cen 3: anbtrakdkigarJdnabl+cen
frak` wbtmeut evirpewirbkd bt wbtm bts ewk assecbatbeks+ Ca`furys @abry Nblg %Obvi Star+ ]ylys, Swbss Na`i. Freudmt te yeu fy Pbtak
Suffrak`. A kiw frak` cenfbki` wbtm a pre`uct er cerperati frak`+ Pmi suffrak`cak nagi tmi parikt frak` neri vbtal ak` rilivakt te a kiw ceksunir sidnikt erwbtmbk a kiw pre`uct catidery+ Oer` Bgek. Olabr, Myuk`ab Ditz. Zrbni, Dbllitti
Sikser Ixcil Fikiobt frak`s. frak`i` oiaturis, cenpekikts, er sirvbcis tmat audnikt tmi frak`
eooirbkd. Narutb Vbtz wbtm Gappa ikdbki
Cefrak`s. cenfbki yeur frak` wbtm frak`%s oren aketmir obrn te criati a ukbquieooirbkd. Cbtbfakg.Hit Zlatbkun cri`bt car`s ermbdmlbdmt ak bkdri`bikt eo aketmirobrn bk yeur frak` cennukbcatbek. MZ lapteps wbtm NS Eoobci er Bktil bksb`i,@elfy systin bk Nultbplixis, Piolek ceatbkd bk Zaks, Carl Xibss bk nefbli caniras
Pbtak Frak` Arcmbticturi
Meusi eo Frak`s er Frak`i` Meusi
Frak`i` Meusi Meusi eo frak`s
Nastir frak` stratidy Zre`uct frak` stratidy
1 nastir frak` acress catiderbis Kiw frak`s %ixtiksbeks % suf frak`s
Marvar` -MFV, MFS, Ni`bcal%Law", Kbgi Narutb -=::, Alte, S]0, Swbot", Z/D
Nastir frak` `eis ket cekkict bk all nargits-Kbgi Lapteps, Marvar` Iktirtabknikt"
Iasbir oer `booirikt frak`s te cekkict te`booirikt % a`hacikt nargits
Lew frak`bkd cests%sykirdy. 1frak` liviradi` Cestlbir. siparati frak`bkd cests
Catidery oabluri nay `anadi nastir frak` Frak` oabluri nay ket aooict obrn
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Frak` Nakadinikt. NFA Ketis. @r Anbt Vakdkigar
www+`ranbtrakdkigar+cen 31 anbtrakdkigarJdnabl+cen
Frak` arcmbticturi typis8 Cennek frak`bkd systins ari
Frak` Pypi Ixanpli Stratidbc Vatbekali
Cerperati@enbkakt
Cerperati
frak`
Mibkz
DI
Seky, Pata,Vilbakci, MZ
Fiar cenpaky kani
Mbdmist bk frak` mbirarcmy
Markissis strekd cerperati bnadisykekyneus wbtm pre`uct class
C@ cennek, ONCD rari, ticm pepular
Nastir
frak`FNT
Nekt Flakc
Kegba
@enbkakt, mbdmist livil bk mbirarcmy
Pypbcally, ekly frak` bk tmi systin
Cerperati frak`s wiri nastir frak`s
Lbciksi`
frak`
Calvbk Glibk,
@bskiy
Penny Mblobdir
Kani lbciksi` eut. oasmbek bk`ustry.cletmis, liatmir, iyiwiar, accisserbis
Zarikt frak`
De`rih, _b`iecek
Frak` ixtik`i` te nultbpli catiderbis
Nay risinfli cerperati frak`
Icekenbcal KZL, trust%assurakci,nargitbkd icekenbis
N
bxi`Frak`s
Meusi
frak` -oanblyfrak`"
Pata, Anul
@bvirsbobi` obrns liviradi cerperatifrak` assecbatbek acress sidnikts%catiderbis
bo 6 pre`uct lbkis ari bkcenpatbfli-Pbtak / Sekata prinbun / icekeny"
@ual
frak`s -oanbly% ik`ersirfrak`s"
Ca`fury. 9 Star
Dbllitti. Nacm3
Oer`.Bgek
Pata Bk`bca
Cenfbki cerperati ' strekd suffrak`
Suffrak`s milp `booiriktbati, `rbvifrak` prioirikci
Ynfrilla oer a oanbly eo pre`uctsixtiksbeks
Ce.frak`s-bkdri`biktfrak`s"
Bktil bksb`i
Piolek ceati`
@elfy systin
Vabsi pircibvi` qualbty / oanblbarbtyeo fetm frak`s
Frak` ixpesuri bk afsikt pre`uct class
Frak`@enbkakt
Zre`uct%Neke
frak`s -sbkdlifrak`s"
Vixeka, Crecbk
Kbvia, Axi
Strekd frak` b`iktbty, kii` oecusi`
Cerperati frak` bksbdkbobcakt, ONCD
Ixpiksbvi ak` rbsgy fut preobtafli
Smilo spaci%nargit smari%ixtiksbeks
Suf Frak` Oer` Bgek. Olabr,
Myuk`ab Ditz.
Zrbni,
Dbllitti Sikser
Ixcil
Kiw frak` ' parikt%cerperati frak` bkfrak` b`iktbty systin
Suffrak` `raws ek parikt frak` tetardit kiw sidnikt er catidery
Ikaflis ixbstbkd ceksunir cekkict
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Frak` Nakadinikt. NFA Ketis. @r Anbt Vakdkigar
www+`ranbtrakdkigar+cen 36 anbtrakdkigarJdnabl+cen
Frak` Zertoelbe Stratidbis
Frak` Zertoelbe. Sit eo all frak`s%lbkis a obrn eooirs te fuyirs bk a partbcular catidery+
Nultbpli frak`s bkcriasi smilo prisikci, attract varbity siigbkd ceksunirs, milp kiwnargit iktry / ybil` icekenbis eo scali bk a`virtbsbkd, salis / `bstrbfutbek
Zertoelbe naxbnbsis frak` iqubty / nargit ceviradi, nbkbnbsis frak` evirlap @booiriktbatbek appials te a sbziafli sidnikt / hustboy nargitbkd ak` pre`uctbek cests
Crbtbcal. Zertoelbe nekbterbkd / prukbkd eo wiag ak` ukpreobtafli frak`s
Narutb. =::, Alte, A.Star, Istble, Tadek.V, Vbtz, Swbot, @isbri, itc / tmibr varbakts
Zre`uct Frak`bkd
Siparati frak`, ewk b`iktbty, bnadi / sit eo assecbatbeks, cenpaky ket prenbkikt
Zaras. Neev, @Cel`, Lbvek, @irnbceel, Orismba,
CavbkGari. Cmbc smanpee, Spbkx pirounis, Niira Mirfal, Kyli Smanpee
MYL. Vixeka, Axi, Clesi Yp, Pah Pia, Lbptek Pia, Suro, Tmiil
L bki Frak`bkd
Frak` succissoul bk a catidery oer a tarditi` ceksunir dreup, bs ixtik`i` te etmirpre`uct lbkis bk tmi catidery% a`hacikt catiderbis, fut catirbkd te sani dreups kii`s+
Zre`uct lbkis catir te `booirikt kii`s, cesnitbcs. lbpstbcg, kabl pelbsm, nebsturbzirs,fiviradis. olaveurs, gitcmups% nbkiral watir% fbscubts. pacg sbzis, cars. varbakts+
B`iktbty eo tmi nabk frak` bs liviradi` acress etmir ixtiksbeks
Lbki frak`bkd ristrbcti` te a`hacikt tirrbterbis / cenpliniktary pre`ucts+
Dbllitti razers ak` cartrb`dis. _icter, Sikser, Nacm 3, Purfe7 smavbkd dils, `ies,LErial. cesnitbcs, fiauty, smanpees, sgbk, saleks
Anar Cmbtra Gatma. cenbcs -prbkt", nefbli, P_, Cbkina, eklbki
Vakdi Frak`bkd
Fublt ek cennek assecbatbek, cenpitikci er prenbsi eo tmi nabk frak` er obrn
Frak`s cennek pesbtbek% assecbatbek spria` acress rilati` ak` ukrilati` catiderbis
Gbkdobsmir synfelbzis tmi dee` tbnis, mikci ixtik`i` acress Fiir, abrlbkis ak`seccir+ De`rih stak`s oer a ciktury eo trust ak` rilbafblbty, ixtik`i` acress ONCD,C@, prepirty, ourkbturi ak` sicurbty systins+
Ynfrilla Frak`bkd
Eki frak` oer all pre`ucts%catiderbis, `rawbkd ek tmi strikdtm eo tmi nastir frak`
Saoir, cmiapir tmak fubl`bkd kiw frak`, assecbatbek smeul` stratidbcally obt catiderbis
Sansukd. P_, orb`di, wasmbkd nacmbkis, nefblis, mar` `bsg, nekbters, lapteps _brdbk. Abrlbkis, Cela, Nusbc, Neek travil, nefbli, iktirtabknikt
Seurci%@eufli Frak`bkd
Cerperati ' kiw frak` -cenfbkatbek eo unfrilla / pre`uct frak`bkd stratidy"
Iqual prenbkikci bk cennukbcatbek ak` frak`bkd oer fetm frak`s
Frak` fikiobts oren cerperati frak`s bnadi er a``s suftracts te% oren bt+
Myuk`ab kani prici`isSaktre, Ditz, b1:, b6:, _irka, Pucsek
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Frak` Nakadinikt. NFA Ketis. @r Anbt Vakdkigar
www+`ranbtrakdkigar+cen 33 anbtrakdkigarJdnabl+cen
Hemkkbi Talgir Scetcm TmbsgyVi` lafil, Driik lafil, Flacg lafil / Flui lafil
Ik`ersinikt Frak`bkd
Sbnblar te seurci frak`bkd, fut pre`uct frak` neri sbdkbobcakt tmak cerperati frak`
Cerperati frak` cekviys fasbc assecbatbeks, audnikti` fy tmi pre`uct frak`
Ca`furys prici`is @abry Nblg, 9 Star, Orubt / Kut, Cilifratbeks, Pinptatbeks Zele fy Valpm Laurik, Arnakb. Sbdkaturi, Cellizbekb, Ixcmakdi, Hukber
Frak` Ixtiksbek
Ixtik` ixbstbkd frak` te kiw pre`ucts, sirvbcis, er ceksunir sidnikts
Ixbstbkd frak` ' kiw frak`, kiw frak` bs calli` suffrak`
Bo ixicuti` will, frak` ixtiksbeks frea`ik ak` clarboy frak` niakbkd, bo ket, `bluti ercekousi frak` niakbkd+ Gbkdobsmir -Fiir te Abrlbkis" ak` Anul -Nblg / Oee`s"+
@ivbsbkd tmi Frak`bkd StratidyKZL 3 cmebcis8 @ivilep kiw frak` ilinikts oer kiw pre`uct, apply seni eo bts ixbstbkd
frak` ilinikts, usi a cenfbkatbek eo kiw ak` ixbstbkd frak` ilinikts
Frak` ixtiksbek. usi ak istaflbsmi` frak` te bktre`uci a kiw pre`uct.Dblliti Sikser
Suf.frak`. kiw frak` cenfbkis wbtm ak ixbstbkd frak`. Dblliti Sikser Ixcil
Zarikt frak`. tmi ixbstbkd frak` wmbcm dbvis fbrtm te a frak` ixtiksbek. Dbllitti
Oanbl y frak`. Zarikt frak` alria`y assecbati` wbtm nultbpli pre`ucts tmreudm frak`ixtiksbeks+ Ca`fury
Frak` ixtiksbeks cak fi frea`ly classbobi` bkte twe dikiral catiderbis8
1"L bki ixtiksbek.parikt frak` usi` te frak` a kiw pre`uct, tardit kiw nargit sidniktwbtmbk a pre`uct catidery curriktly sirvi` fy parikt frak`Naddb Kee`li SGYs
6"Catidery ixtiksbek. wmikparikt frak` bs usi` te iktir a `booirikt pre`uct catideryoren tmat curriktly sirvi` fy tmi parikt frak`. Gbkdobsmir Fiir te Abrlbkis
3"Frak` lbki. All pre`ucts. erbdbkal, lbki / catidery ixtiksbeks, sel` uk`ir a partbcularfrak`. De`rih, _b`iecek, Mibkz
0"Frak` nbx-frak` assertnikt" . all frak` lbkis eo a obrn avablafli te fuyirs MYL.Clesi.up, Zipse`ikt
Frak`kan
i
Zre`uct catidery
El` Kiw
El` Lbki ixtiksbek.-Kiw SGY, olaveurs.Nbrbk`a linek, Vaska nakde, Zipsb 1+9L"
Catidery ixtiksbek. -PbtakVada, Hukber Merlbcgs"
Kiw Suf frak`. -Dbllitti Sikser Ixcil, Oer`Bgek Olabr, Gilledd Orestbis G"
Kiw frak`. -Narutb Vbtz,Pata Kake"
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Frak` Nakadinikt. NFA Ketis. @r Anbt Vakdkigar
www+`ranbtrakdkigar+cen 30 anbtrakdkigarJdnabl+cen
Frak`s relis bk a frak` pertoelbe8
Olakgirs. Olakgir-obdmtir" frak`s pesbtbeki` wrt cenpitbters frak`s se tmat neribnpertakt -ak` preobtafli" oladsmbp frak`s cak ritabk tmibr `isbri` pesbtbekbkd
Nay cakkbfalbsi ewk frak`s er riolict peerly ek etmir frak`s bk tmi pertoelbe
Cilirek ak` Bktil, Peyeta / Lixus, B Ze` rakdi. kake, smuooli itc
Casm Cews. ritabk frak`s ritabki` as tmiy mel` ek te a suoobcbikt kunfir eo custenirs/ nabktabk tmibr preobtafblbty wbtm vbrtually ke nargitbkd suppert+ Zarli D
Lew.Ik` Iktry.Livil. a rilatbvily lew.prbci frak` bk tmi pertoelbe te attractcustenirs te tmi orakcmbsi+ Duccb accisserbis, Seky _abe iktry livil, Arnakb Hiaks
Mbdm.Ik` Zristbdi. Veli eo a rilatbvily mbdm.prbci` frak` bk tmi frak` oanbly eotik tea`` pristbdi ak` cri`bfblbty te tmi pertoelbe+ Arnakb Sbdkaturi, Nekt Flakc Ziks
Frak` pertoelbe assissnikt natrbx
Cenpitbtbvi pesbtbek
Strekd Ni`bun Tiag
Nargit
Attractbvikis
s Mbdm Naxbnbsi `enbkakci Cmallikdi lia`ir,fubl` ek strikdtms
Kbcmi, acqubri,olakg, ixbt
Ni`bun Cmallikdi lia`ir, fubl` ekstrikdtms
Nakadi oer casmolew, olakg
Nblg ak`spicbalbsi
Lew Casm dikirater Nblg, ceksb`ir ixbt @bvist
Lbki Ixtiksbeks a`vaktadis Lbki Ixtiksbeks `bsa`vaktadis
@rbvi drewtm ak` a`` salis
Ceksunirs oanblbar wbtm parikt frak`
Strekd frak` b`iktbty, prioirri`
Ixtiksbeks dabk ritablir acciptakci
Icekenbis eo scali bk nargitbkd nbx
Catir te kiw nargits%usirs
Vi`uci cest / pirbe` eo KZ@
Cenpakbis lesi oecus
Ceksunirs ficeni cekousi`
Zrelboiratbek, parikt frak` lesis b`iktbty
Ire`is frak` iqubty oer parikt frak`
Frak` ixtiksbek oabluri nay bnpact parikt
Nay cakkbfalbsi parikt frak`
Eppertukbty less eo fubl`bkd kiw frak`
Frak` Ixtiksbeks
A`vaktadis @bsa`vaktadis
Liviradi assits @bluti frak` strikdtm, cekousi
Kiw pre`uct acciptakci, saoir, icekenbcal Lbki ixtiksbeks wiagik frak` assecbatbeks
Frak` kani % tra`inarg bssuis aveb`i` Ixtiksbek cakkbfalbsis, oabluri marns frak`
Vikiw frak` bktirist, outuri KZL fasi Pbni te criati ukbqui bnadi ak` iqubty
Ixpak` nargit % sidnikt ceviradi Lacg eo obt bk tmi ceksunirs nbk`
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Frak` Nakadinikt. NFA Ketis. @r Anbt Vakdkigar
www+`ranbtrakdkigar+cen 3? anbtrakdkigarJdnabl+cen
Mew Frak` Iqubty Dikiratis _alui -Aagir"
Seurci8 N akadbkd Frak` Iqubty8 @avb` Aagir1221
Fubl`bkd Frak` Iqubty
Pmi nargitirs cmallikdi bk fubl`bkd a strekd frak` bs te iksuri custenirs mavi tmirbdmt typi eo ixpirbikcis wbtm pre`ucts ak` sirvbcis ak` tmibr nargitbkd predranscriati tmi `isbri` frak` gkewli`di structuris oer tmi frak`+
Custenir gkewli`di `rbvis tmi `booirikcis tmat nakboist tminsilvis bk frak` iqubty
_alui nay fi riolicti` bk mew ceksunirs, tmbkg, oiil, ak` act wrt tmi frak` as will astmi prbcis, nargit smari, ak` preobtafblbty tmat tmi frak` cennak`s oer tmi obrn
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Frak` Nakadinikt. NFA Ketis. @r Anbt Vakdkigar
www+`ranbtrakdkigar+cen 34 anbtrakdkigarJdnabl+cen
Nargitirs ak` risiarcmirs usi varbeus pirspictbvis te stu`y frak` iqubty
Custenir.fasi` frak` iqubtybs tmi `booiriktbal iooict tmat frak` gkewli`di mas ekceksunir rispeksi te tmi nargitbkd eo tmat frak`
'vi custenir.fasi` frak` iqubty. wmik ceksunirs riact neri oaverafly te a pre`uct /tmi way bt bs nargiti` wmik tmi frak` bs b`iktbobi`, as cenpari` te wmik bt bs ket+
.vi custenir.fasi` iqubty. wmik ceksunirs riact liss oaverafly te nargitbkd actbvbtyoer tmi frak` uk`ir tmi sani cbrcunstakcis+
Niasuri` fy
Frak` au`bts. bk.`iptm ixanbkatbek eo frak` mialtm / te sit stratidbc `brictbek
Pracgbkd stu`bis. bkoernatbek oren ceksunirs te prevb`i valuafli tactbcal bksbdmts bktesmert.tirn iooictbvikiss eo nargitbkd predrans ak` actbvbtbis+
Stratidbc frak` nakadinikt bkvelvis tmi `isbdk ak` bnpliniktatbek eo nargitbkdactbvbtbis ak` predrans te fubl`, niasuri, ak` nakadi frak`s te naxbnbzi tmibr valui+
Fubl`bkd frak` iqubty `ipik`s ek
Frak` ilinikts. frak` kanis, ledes, synfels, pacgadi `isbdks Pmi bkbtbal cmebcis oer tmi frak` ilinikts er b`iktbtbis nagbkd up tmi frak` Pmi way tmi frak` bs bktidrati` bkte tmi suppertbkd nargitbkd predrans Pmi assecbatbeks bk`brictly traksoirri` te tmi frak` fy lbkgbkd tmi frak` te seni etmir
iktbty -cenpaky, ceuktry eo erbdbk, aketmir frak`"
Stratidbc frak` nakadinikt preciss bkvelvis oeur nabk stips8
B`iktboybkd ak` istaflbsmbkd frak` pesbtbekbkd+
Zlakkbkd ak` bnpliniktbkd frak` nargitbkd+
Niasurbkd ak` bktirpritbkd frak` piroernakci
Drewbkd ak` sustabkbkd frak` valui+
Frak` iqubty `rbvirs. criatbkd rbdmt frak` gkewli`di structuris wbtm rbdmt ceksunirs, 3giy `rbvirs8
Pmi bkbtbal cmebci oer tmi frak` ilinikts er b`iktbtbis nagbkd up tmi frak`
Zre`uct, sirvbci, accenpakybkd nargitbkd actbvbtbis / suppertbkd nargitbkd predrans
Etmir assecbatbeks bk`brictly traksoirri` te tmi frak` fy lbkgbkd bt te seni etmir iktbty+
@isbdkbkd Melbstbc Nargitbkd Actbvbtbis
Frak`s ari ket fublt fy a`virtbsbkd+
Custenirs ceni te gkew a frak` tmreudm a rakdi eo cektacts ak` teucm pebkts8Zirsekal efsirvatbeks, pirsekal usi, wer` eo neutm, bktiractbeks wbtm cenpakypirsekkil, ek.lbki er tilipmeki ixpirbikcis ak` paynikt traksactbeks+
Frak` cektact.aky -'%." bkoernatbek.fiarbkd ixpirbikci a custenir % prespict mas wbtma frak`, pre`uct catidery, er nargit rilatbkd te tmi nargitirs pre`uct er sirvbci+
Zirsekalbzatbek. Nagbkd suri tmat tmi frak` ak` bts nargitbkd bs as rilivakt as pessbflite as naky custenirs as pessbfli+ Pmi Bktirkit criatis eppertukbtbis te pirsekalbzi
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Frak` Nakadinikt. NFA Ketis. @r Anbt Vakdkigar
www+`ranbtrakdkigar+cen 3= anbtrakdkigarJdnabl+cen
Bktidratbek. Bktidratbkd nargitbkd bs afeut nbxbkd ak` natcmbkd nargitbkd actbvbtbis tenaxbnbzi tmibr bk`bvb`ual ak` cellictbvi iooicts, ispicbally nargitbkd cennukbcatbeksFrak` awarikiss. tmi ceksunirs afblbty te b`iktboy tmi frak` uk`ir `booiriktcek`btbeks, as riolicti` fy tmibr frak` ricedkbtbek er ricall piroernakci ak` wmitmir btcriatis, nabktabks, er strikdtmiks frak` bnadi+
Frak` bnadi. pirciptbeks ak` filbios mil` fy ceksunirs, riolicti` bk tmi assecbatbeksmil` bk ceksunir ninery+
Bktirkalbzatbek. Nargitirs nust a`ept ak bktirkal pirspictbvi te appricbati ak`uk`irstak` fasbc frak`bkd ketbeks, ak` mew tmiy cak milper murt frak` iqubty+ Giybkoluikci ek frak` pirciptbek bs custenirs ixpirbikci wbtm cenpaky pirsekkil+
Bktirkal frak`bkd. actbvbtbis ak` precissis tmat milp te bkoern ak` bkspbri inpleyiis+
Frak` fek`bkd. wmik custenirs ixpirbikci tmi cenpaky as `ilbvirbkd ek bts frak`prenbsi+ Pe `ilbvir tmi frak` prenbsi, iviry inpleyii smeul` lbvi tmi frak`+
Melbstbc nargitirs smeul` trabk / ikceuradi `bstrbfuters % `ialirs te sirvi custenirs
Liviradbkd Sicek`ary AssecbatbeksPmi tmbr` way te fubl` iqubty bs te ferrew bt+ Frak` assecbatbeks nay fi lbkgi` te etmiriktbtbis tmat mavi tmibr ewk assecbatbeks, criatbkd sicek`ary frak` assecbatbeks lbgi8
Pmi cenpakytmreudm frak`bkd stratidbis+
Ceuktrbis er etmir diedrapmbcal ridbeksb`iktbobcatbek eo pre`uct erbdbk
Cmakkils eo `bstrbfutbekcmakkil stratidy+
Etmir frak`sbkdri`bikt er ce.frak`bkd+
Cmaractirslbciksbkd+
Spegispiepliik`ersinikts+
Spertbkd er cultural iviktsspeksersmbps+
Etmir tmbr` party seurcisawar`s er rivbiws+
Niasurbkd Frak` Iqubty. Pwe cenpliniktary appreacmis inpleyi` fy nargitirs
Bk`brict appreacm. assissis petiktbal seurcis eo frak` iqubty fy b`iktboybkd ak`tracgbkd ceksunir frak` gkewli`di structuris+
@brict appreacm. assissis tmi actual bnpact eo frak` gkewli`di ek ceksunirrispeksi te `booirikt aspicts eo tmi nargitbkd+
Frak` Au`bts. a ceksunir.oecusi` ixircbsi bkvelvbkd preci`uris tmat assiss frak`mialtm, ukcevir seurcis eo frak` iqubty / suddist ways te bnprevi / liviradi bts iqubty+
Ysi` te sit tmi stratidbc `brictbek oer tmi frak`
Vidular au`bts allew nargitirs te nakadi frak`s neri preactbvily ak` rispeksbvily+
Zreoeuk` bnplbcatbeks oer tmi stratidbc `brictbek ak` frak`s risultbkd piroernakci+
Viqubris uk`irstak`bkd seurcis eo frak` iqubty oren tmi obrn ak` tmi ceksunirpirspictbvi
Frak` au`bts ceksbst eo twe stips
Frak` Bkviktery. Pe prevb`i a currikt, cenprimiksbvi preobli eo mew all tmi pre`uctsak` sirvbcis sel` fy a cenpaky ari nargiti` ak` frak`i`+
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Frak` Nakadinikt. NFA Ketis. @r Anbt Vakdkigar
www+`ranbtrakdkigar+cen 32 anbtrakdkigarJdnabl+cen
Zreobli iacm pre`uct%sirvbci, b`iktboy all assecbati` frak` ilinikts / suppertbkdnargitbkd predran
Zreobli cenpitbtbvi frak`s bk tirns eo tmibr frak`bkd ak` nargitbkd iooerts+
Suddist wmat ceksunirs currikt pirciptbeks nay fi fasi` ek+
Assiss ceksbstikcy eo all tmi `booirikt pre`ucts er sirvbcis smarbkd a frak` kani+
Frak` Ixpleratery. Pe uk`irstak` wmat ceksunirs tmbkg ak` oiil afeut tmi frak` ak`bts cerrispek`bkd pre`uct catidery te b`iktboy seurcis eo frak` iqubty+
Zrber risiarcm stu`bis ak` qualbtatbvi risiarcm ticmkbquis lbgi wer` assecbatbeks,prehictbvi ticmkbquis, vbsualbzatbek, frak` pirsekbobcatbeks, ak` la``irbkd+
Dabk uk`irstak`bkd eo tmi filbios eo cenpaky pirsekkil afeut ceksunir pirciptbeks+
Frak` Pracgbkd . cellict bkoernatbek oren ceksunirs ek a reutbki fasbs evir tbni+
Quaktbtatbvi niasuris te uk`irstak` mew frak`s / nargitbkd predrans ari piroernbkdek giy `bniksbeks
Yk`irstak` wmiri, mew nucm, ak` bk wmat ways frak` valui bs fibkd criati`
Nakadbkd Frak` Iqubty. riqubris a lekd.tirn vbiw eo nargitbkd `icbsbeks+Frak` Vibkoercinikt. Nakadi obrns stratidbc assit te iksuri valui `eis ket `ipricbati+
A" Frak` iqubty bs ribkoerci` fy nargitbkd actbeks tmat ceksbstiktly cekviy tmi niakbkdeo tmi frak` te ceksunirs bk tirns eo8
Tmat pre`ucts tmi frak` riprisikts5
Tmat ceri fikiobts bt supplbis5
Tmat kii`s bt satbsobis5
Mew tmi frak` nagis tmesi pre`ucts supirber5
Tmbcm strekd, oaverafli / ukbqui frak` assecbatbeks smeul` ixbst bk ceksunirs nbk`5Vibkoercbkd frak` iqubty riqubris bkkevatbek / rilivakci tmreudm nargitbkd predran+F" Nargitirs nust bktre`uci kiw pre`ucts ak` cek`uct kiw nargitbkd actbvbtbis tmat
truly satbsoy tmibr tardit nargit+
C" Ak bnpertakt ceksb`iratbek bk ribkoercbkd frak`s bs tmi ceksbstikcy eo tminargitbkd suppert tmi frak` ricibvis, bk tirns eo fetm aneukt ak` gbk`+
@" Bk nakadbkd frak` iqubty, bt bs bnpertakt te ricedkbzi tmi tra`i.eoos fitwiiktmesi nargitbkd actbvbtbis tmat oertboy tmi frak` ak` ribkoerci bts niakbkd ak` tmesi tmatattinpt te liviradi er ferrew oren ixbstbkd frak` iqubty te riap seni obkakcbal fikiobt+
Frak` VivbtalbzatbekCmakdis bk ceksunir tastis / prioirikcis, inirdikci eo kiw cenpitbters% ticmkeledy,er ridulatery er ikvbrekniktal `ivilepnikts nay petiktbally aooict oertukis eo a frak`+
Pe rivirsi a oa`bkd frak`s oertukis, risteri lest frak` iqubty seurcis er criati kiw
Yk`irstak`bkd, wmat tmi seurcis eo frak` iqubty wiri, bs tmi obrst stip te a rivbval
Ixpak` `iptm /%er fria`tm eo frak` awarikiss fy bnprevbkd ceksunir ricall / frak`ricedkbtbek `urbkd purcmasi % ceksunptbek sittbkds+
Bnprevi strikdtm, oaverafblbty / ukbquikiss eo frak` assecbatbeks te fubl` frak` bnadi+
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Frak` Nakadinikt. NFA Ketis. @r Anbt Vakdkigar
www+`ranbtrakdkigar+cen 0: anbtrakdkigarJdnabl+cen
Frak` crbsbs. Lekdir rispeksi tbni bk a crbsbs bkcriasis cmakcis eo ceksunirs oernbkdkidatbvi bnprissbeks fut sbkcirbty bk tacglbkd tmi crbsbs wbll fi appricbati` fy custenirs
Frak` Iqubty Ne`ils
1" Frak` Assit _aluater -FA_". Reukd / Vufbcan a` adikcy niasuri` frak` iqubty
oer 09: dlefal frak`s ak` =,::: lecal frak`s bk 60 ceuktrbis, usbkd a 36 btinquistbekkabri ek frak` pirsekalbty plus 0 `bniksbeks8
1+ @booiriktbatbek.Niasuris mew `bstbkctbvi tmi frak` bs bk tmi nargitplaci6+ Vilivakci.Niasuris wmitmir a frak` mas pirsekal rilivakci oer tmi rispek`ikt+ Bs bt
niakbkdoul te mbn er mir5 Bs bt pirsekally appreprbati53+ Istiin.Niasuris wmitmir frak` bs mil` bk mbdm ridar` ak` ceksb`iri` fist bk bts
class+ Clesily rilatis te pircibvi` qualbty ak` ixtikt te wmbcm frak` bs drewbkd bkpepularbty+
0+ Gkewli`di. ak bktbnati uk`irstak`bkd eo tmi frak`, ceksunir ixpirbikci
@booiriktbatbek ' rilivakci> frak` strikdtm, `iscrbfis tmi frak`s drewtm petiktbalIstiin ' gkewli`di> frak` structur i, `iscrbfis tmi frak`s currikt pewir
Frak` strikdtm' frak` structuri> Zewirdrb`, `ipbcts frak` `ivilepnikt cycli stadis
Vilatbeksmbp anekd 0 pbllars ybil`s cenpillbkd bkoernatbek afeut frak`s capacbty tecarry a prinbun prbci / oik` eoo cenpitbtbek. tmi giy te frak` mialtm+
R/V Zewir Drb`. Staturi _irsus Strikdtm
Frak` staturi -gkewli`di ' istiin"
M L
Frak` strikdtm
-`booiriktbatbek' istiin" M
Fu`wibsir
DapMibkz@bskiySeky
FNT
DubkkissStarfucgs_e`aoekiSwatcm
L
Ge`agLivbs]irex
MZGilleddViutirs
FA_ cak fi usi` te dabk a rakdi eo gkewli`di afeut a frak`8
B`iktboy giy pirciptbek `rbvirs, petiktbal tardit dreups, preflin arias ak` farrbirs
Akalyzi ewk bnadi%attrbfuti%frak` pirsekalbty / cenpitbtbvi strikdtms /
wiagkissis Pracg frak` nevinikt evir tbni ek crbtbcal `bniksbeks
Bkvistbdati a cerperati kani as a petiktbal parikt%unfrilla frak`
@itirnbki nargitbkd kii`s ak` pessbfli cennek cennukbcatbeks%predrans
Pypbcal pattirks eo frak` `ivilepnikt
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Frak` Nakadinikt. NFA Ketis. @r Anbt Vakdkigar
www+`ranbtrakdkigar+cen 01 anbtrakdkigarJdnabl+cen
6" Aagir Ne`il -Zreoisser @avb` Aagir"Frak` iqubty bs a sit eo 9 catiderbis eo frak` assits / lbafblbtbis lbkgi` te a frak` tmat a``te er suftract oren tmi valui prevb`i` fy a pre`uct % sirvbci te a obrn ak`%er te tmat obrnscustenirs+ Pmi catiderbis eo frak` assits ari8
Frak` leyalty
Frak` awarikiss
Zircibvi` qualbty
Frak` assecbatbeks
Etmir preprbitary assits sucm as patikts, tra`inargs, ak` cmakkil rilatbeksmbps
Frak` b`iktbty. ukbqui sit eo frak` assecbatbeks tmat riprisikt wmat a frak` stak`s oerak` prenbsis te custenirs+Ceksbsts eo 16 `bniksbeks erdakbzi` areuk` 0 pirspictbvis8
Frak`.as.pre`uct -pre`uct scepi, attrbfutis, qualbty%valui, usi, usirs, ceuktry eo erbdbk"
Frak`.as.erdakbzatbek -erdakbzatbekal attrbfutis, lecal virsus dlefal"
Frak`.as.pirsek -frak` pirsekalbty, frak`.custenir rilatbeksmbps"
Frak`.as.synfel -vbsual bnadiry%nitapmers ak` frak` mirbtadi"
Frak` b`iktbty alse bkclu`is
Ceri b`iktbty. tmi ciktral, tbniliss issikci eo tmi frak`
Ixtik`i` b`iktbty. bkclu`is varbeus frak` b`iktbty ilinikts, erdakbzi` bkte cemisbviak` niakbkdoul dreups
3" Frak`z ne`il eo frak` strikdtm -Nargitbkd risiarcm ceksultakts Frewk ak` TZZ"Frak` fubl`bkd bkvelvis siquiktbal stips, wmiri iacm stip bs cektbkdikt upek succissoullyaccenplbsmbkd privbeus stip+ Efhictbvis at iacm stip, bk ascik`bkd er`ir, ari8
Zrisikci, Vilivakci, Ziroernakci, A`vaktadiFek`bkd.fek`i` ceksunirs, fubl` strekdir rilatbeksmbps wbtm tmi frak`, spik` neri eo
tmibr catidery ixpik`bturis ek tmi frak` tmak tmesi at lewir livils eo tmi pyranb`+
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Frak` Nakadinikt. NFA Ketis. @r Anbt Vakdkigar
www+`ranbtrakdkigar+cen 06 anbtrakdkigarJdnabl+cen
2 Frak` valuatbek
Pep Frak` valuis 6::2Bktirfrak`
1+ Ceca.Cela ?=,430 -$n"
6+ BFN ?:,611 -$n"
3+ Nbcreseot 9?,?04 -$n"
0+ DI 04,444 -$n"
9+ Kegba 30,=?0 -$n"
?+ Nc@ekal`s 36,649 -$n"
4+ Deedli 31,2=: -$n"
=+ Peyeta 31,33: -$n"
2+ Bktil 3:,?3? -$n"
1:+ @bskiy 6=,004 -$n
Bktirfrak` lbst eo Pep 6: Frak` Vakgs 6:::.6::26::: 6::1 6::6 6::3 6::0 6::9 6::? 6::4 6::= 6::2
Ceca Cela 1 1 1 1 1 1 1 1 1 1
Nbcreseot 6 6 6 6 6 6 6 6 3 3
BFN 3 3 3 3 3 3 3 3 6 6
Bktil 0 ? 9 9 9 9 9 4 4 2
Kegba 9 9 ? ? = ? ? 9 9 9
DI ? 0 0 0 0 0 0 0 0 0
Oer` 4 = 11 10 12
@bskiy = 4 4 4 9 4 = 2 2 1:
Nc@ekal`s 2 2 = = 4 = 2 = = ?AP/P 1: 1:
Narlfere 11 11 2 2 1: 1: 16 10 1= 14
Nirci`is Fikz 16 16 1: 1: 11 11 1: 1: 11 16
MZ 13 19 10 16 16 13 13 16 16 11
Cbsce 10 1? 1? 14 1? 14 1= 1=
Peyeta 19 10 16 11 2 2 4 ? ? =
Cbtb 1? 13 13 13 13 13 16 11 11
Dbllitti 14 1= 12 1? 19 19 1? 1? 10 13
Seky 1= 6:
Anirbcak Ixpriss 12 14 19 19 10 10 10 19 19Mek`a 6: 1= 1= 1= 12 12 12 1=
FNT 13 13 19
Leubs _ubttek 1= 14 14 14 1?
Sansukd 6: 6: 12
Appli 6:
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Frak` Nakadinikt. NFA Ketis. @r Anbt Vakdkigar
www+`ranbtrakdkigar+cen 03 anbtrakdkigarJdnabl+cen
Bktirfrak`s Frak` Iqubty Oernula
Frak` iarkbkds Frak` strikdtm
Frak` salis
Cests eo salis
Nargitbkd cests
Evirmia` ixpiksis Vinukiratbek eo capbtal cmardi
Paxatbek
Lia`irsmbp -69)"
Stafblbty -19 )"
Nargit -1: )"
Diedrapmbc spria` -69 )" Prik` -1: )"
Suppert -1: )"
Zretictbek -9 )"
Frak` valui. tmi sun eo all iarkbkds tmat a frak` bs ixpicti` te dikirati+ 3 stips8
Istaflbsm cenpakys bktakdbfli iarkbkds ak` allecati tmin te bk`bvb`ual frak`s ak`ceuktrbis eo epiratbek, fasi` ek obkakcbal `ata
@itirnbki pertbek eo bktakdbfli iarkbkds attrbfutafli te frak` aleki -Frak`Cektrbfutbek", wmbcm riolicts smari eo iarkbkds oren a pre`uct er sirvbcis nest leyal
ceksunirs er usirs, as eppesi` te etmir oacters sucm as prbciZrehict frak` valui fasi` ek nargit valuatbeks, frak` rbsg preobli, / drewtm petiktbal+
Frak` _aluatbek Appreacm -Bktirfrak`"
Cenpakbis lbgi Z/D. Dbllitti, Ykblivir, LErial ak` Kistli criati sbdkbobcakt frak`valui, oren a pertoelbe eo frak`s tmak oren a sbkdli frak`+
Frak` valuine`il
Frak` _alui as kit prisikt valui -KZ_" eo outuri iarkbkds dikirati` fy tmi frak` Capturis prisikt ak` outuri valui eo a frak`
@itirnbkis mew frak` criatis valui ak` albdks wbtm custenirs `rbvi oer purcmasis Pmi ne`il cenprbsis 0 giy ilinikts8
1" Obkakcbal oericastbkd
Zrehictbeks eo all rivikuis oren tmat frak` bk tmi outuri
@i`uct epiratbkd cests, taxis, capbtal cests te epirati tmi frak`
@booirikci riprisikts frak`s Bktakdbfli Iarkbkds -lbgi I_A % bktillictual capbtal"6" Veli eo Frak`bkd
Niasurbkd mew tmi frak` bkoluikcis custenir `inak` at tmi pebkt eo purcmasi
Akalysi -Frak` Iarkbkds % Bktakdbfli Iarkbkds" ) selily attrbfutafli te tmi frak`
B`iktbobis ak` wibdmts giy `rbvirs eo custenir `inak`, tmibr `ipik`ikci ek frak`s
Calculati` as a )adi ak` applbi` te Bktakdbfli Iarkbkds te `irbvi Frak` Iarkbkds+3" Frak` Vbsg
Frak` spicbobc rbsg rati at wmbcm oericast Frak` Iarkbkds ari `bsceukti` te tmibr KZ_
@bsceukt fasi` ek rbsg orii rati -ybil` ek devirknikt fek` ' frak` prinbun fasi` ekFrak` Strikdtm akalysbs"
Assissis rbsg preobli eo prehicti` Frak` Iarkbkds fasi` ek frak` orakcmbsi sicurbty0" Frak` strikdtm
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Frak` Nakadinikt. NFA Ketis. @r Anbt Vakdkigar
www+`ranbtrakdkigar+cen 09 anbtrakdkigarJdnabl+cen
-bv" Bktirkatbekal Scepicress katbekal%cultural petiktbal+-v" Prik lekd tirn appial te ceksunirs+-vb" Suppertstrikdtm eo cennukbcatbeks+-vbb" Zretictbeksicurbty eo tmi frak` ewkirs lidal er prepirty rbdmts+
Frak` valuatbek appreacmis -mttp8%%www+frak`cmakkil+cen%papirsUrivbiw+asp5spUb`>394"
Iarlbir, bktakdbflis -frak`s, ticmkeledy, patikts, inpleyiis" ket obkakcbally valui`
Ykixplabki` `booirikcis bk feeg valuatbek ak` nargit capbtalbzatbek
12=:s N/A actbvbty li` te valuatbek eo cenpakbis ak` frak`s, te`ay naherbtyfusbkiss valui bs `irbvi` oren bktakdbflis
Aviradi cerperatbek lboi bs 69 yiars, aviradi adi eo werl`s Pep 1:: frak`s ?: yiars
A stu`y -Bktirfrak`. HZ Nerdak" cekclu`i` tmat ek aviradi frak`s acceukt oer evireki.tmbr` smarimel`ir valui wbtm Nc@ekal`s acceuktbkd oer 4:) ak` Ceca.Cela 91)
Appreacmis te frak` valuatbekObkakcbal valuis ek frak`s bs kew wb`ily accipti`+ Tbtm traksoir prbcbkd, lbciksbkd `ials,N/A ak` valui fasi` nakadinikt, frak` valuatbek plays a giy reli bk fusbkiss te`ay+
Visiarcm.fasi` appreacmis. Frak` iqubty ne`ils niasuri ceksunir fimavber ak`attbtu`is tmat mavi ak bnpact ek tmi icekenbc piroernakci eo frak`s tmreudm ceksunirrisiarcm wmiri tmiy bktirprit ak` niasuri ceksunirs pirciptbeks tmat bkoluikcipurcmasi fimavber+ Pmibr bktidratbek bkte ak icekenbc ne`il milps tmin assiss icekenbcvalui eo frak`s
Obkakcbally `rbvik appreacmis. Cest.fasi` appreacmis oabl as tmiri bs ke `brictcerrilatbek fitwiik bkvistnikt na`i ak` valui a``i` fy a frak`
Cenparaflis.frak` valui bs arrbvi` at ek tmi fasbs eo senitmbkd cenparafli, fut valui
criatbek eo frak`s bk tmi sani catidery cak fi viry `booirikt, ivik bo nest etmir aspicts
eo tmi uk`irlybkd fusbkiss ari sbnblar+ Cenparaflis ari usioul oer cress.cmicgbkd
Zrinbun prbci. Frak` valui bs calculati` as KZ_ eo outuri prbci prinbuns tmat a
frak`i` pre`uct weul` cennak` evir ak ukfrak`i` er dikirbc iqubvalikt+ Mewivir
frak` efhictbvis ari fasi` ek afblbty te sicuri outuri `inak` tmak currikt prinbun+
Icekenbc usi. Pmbs appreacm cenfbkis frak` iqubty ak` obkakcbal niasuris, ak` bs
wb`ily accipti` nitme`eledy oer frak` valuatbek 3,9:: frak` valuatbeks werl`wb`i+
Frak`s milp dikirati custenir `inak`, wmbcm trakslatis bkte rivikuis ak` lekd tirn
ripurcmasi ak` leyalty
Frak`s outuri iarkbkds ari b`iktbobi` ak` `bsceukti` te aKZ_ usbkd a `bsceukt rati
tmat riolicts tmi rbsg eo tmesi iarkbkds fibkd rialbzi`
http://www.brandchannel.com/papers_review.asp?sp_id=357http://www.brandchannel.com/papers_review.asp?sp_id=357http://www.brandchannel.com/papers_review.asp?sp_id=357http://www.brandchannel.com/papers_review.asp?sp_id=3577/22/2019 Brand Management Notes 3.0
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Frak` Nakadinikt. NFA Ketis. @r Anbt Vakdkigar
www+`ranbtrakdkigar+cen 0? anbtrakdkigarJdnabl+cen
Stips te capturi cenplix valui criatbek eo a frak`8
1+ Nargit sidniktatbek. Frak`s bkoluikci custenir cmebci, fut bkoluikci varbis
`ipik`bkd ek nargit bk wmbcm tmi frak` epiratis+ Splbt frak`s nargits bkte kek.
evirlappbkd ak` menedikieus dreups eo ceksunirs accer`bkd te applbcafli crbtirba sucm
as pre`uct er sirvbci, `bstrbfutbek cmakkils, ceksunptbek pattirks, purcmasi
sepmbstbcatbek, diedrapmy, ixbstbkd ak` kiw custenirs itc+ Pmi frak` bs valui` bk iacm
sidnikt ak` tmi sun eo tmi sidnikt valuatbeks cekstbtutis tmi tetal valui eo tmi frak`+
6+ Obkakcbal akalysbs. B`iktboy ak` oericast rivikuis ak` iarkbkds oren bktakdbflis
dikirati` fy tmi frak` oer iacm eo tmi `bstbkct sidnikts `itirnbki` bk Stip 1+ Bktakdbfli
iarkbkds ari frak` rivikui liss epiratbkd cests, applbcafli taxis ak` a cmardi oer tmi
capbtal inpleyi`+ Pmi cekcipt bs sbnblar te tmi ketbek eo icekenbc preobt+
3+ @inak` akalysbs. Assiss tmi reli tmat tmi frak` plays bk `rbvbkd `inak` oer pre`ucts
ak` sirvbcis bk tmi nargits bk wmbcm bt epiratis, ak` `itirnbki wmat prepertbek eo
bktakdbfli iarkbkds bs attrbfutafli te tmi frak` niasuri` fy ak bk`bcater rioirri` te as tmi
reli eo frak`bkd bk`ix+ Pmbs bs `eki fy obrst b`iktboybkd tmi varbeus `rbvirs eo `inak`
oer tmi frak`i` fusbkiss, tmik `itirnbkbkd tmi `idrii te wmbcm iacm `rbvir bs `brictly
bkoluikci` fy tmi frak`+ Pmi reli eo frak`bkd bk`ix riprisikts tmi pirciktadi eo
bktakdbfli iarkbkds dikirati` fy tmi frak`+ Frak` iarkbkds ari calculati` fy nultbplybkd
tmi reli eo frak`bkd bk`ix fy bktakdbfli iarkbkds+
0+ Cenpitbtbvi fikcmnargbkd. @itirnbki tmi cenpitbtbvi strikdtms ak` wiagkissis eo
tmi frak` te `irbvi tmi spicbobc frak` `bsceukt rati tmat riolicts tmi rbsg preobli eo bts
ixpicti` outuri iarkbkds -niasuri` fy ak bk`bcater calli` as tmi frak` strikdtm sceri"+
Pmbs cenprbsis ixtiksbvi cenpitbtbvi fikcmnargbkd ak` a structuri` ivaluatbek eo tmi
frak`s nargit, stafblbty, lia`irsmbp pesbtbek, drewtm trik`, suppert, diedrapmbc oeetprbkt
ak` lidal pretictafblbty+
9+ Frak` valui calculatbek. Frak` valui bs tmi KZ_ eo tmi oericast frak` iarkbkds,
`bsceukti` fy tmi frak` `bsceukt rati+ KZ_ calculatbek cenprbsis fetm tmi oericast
pirbe` ak` tmi pirbe` fiyek`, riolictbkd tmi afblbty eo frak`s te cektbkui dikiratbkd
outuri iarkbkds+ Ak ixanpli eo a mypetmitbcal valuatbek eo a frak` bk eki nargit sidnikt
bs smewk bk tmi Pafli filew+ Pmbs calculatbek bs usioul oer frak` valui ne`ilbkd bk a
wb`i rakdi eo sbtuatbeks, sucm as8
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Frak` Nakadinikt. NFA Ketis. @r Anbt Vakdkigar
www+`ranbtrakdkigar+cen 04 anbtrakdkigarJdnabl+cen
pri`bctbkd tmi iooict eo nargitbkd ak` bkvistnikt stratidbis
`itirnbkbkd ak` assissbkd cennukbcatbek fu`dits
calculatbkd tmi riturk ek frak` bkvistnikt
assissbkd eppertukbtbis bk kiw er uk`irixplebti` nargits
tracgbkd frak` valui nakadinikt+
Mypetmitbcal frak` valui calculatbek8
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Frak` Nakadinikt. NFA Ketis. @r Anbt Vakdkigar
www+`ranbtrakdkigar+cen 0= anbtrakdkigarJdnabl+cen
Applbcatbeks
Stratidbc frak` nakadinikt, wmiri frak` valuatbek oecusis ek bktirkal au`bikcis fyprevb`bkd teels ak` precissis te nakadi ak` bkcriasi icekenbc valui eo frak`s+
Obkakcbal traksactbeks, wmiri frak` valuatbek milps bk a varbity eo frak`.rilati`traksactbeks wbtm ixtirkal partbis+
Attrbfutis eo Strekd Frak`sIxcils at `ilbvirbkd `isbri` fikiobts
Stays rilivakt
Zrbci` te niit pirciptbeks eo valuiZesbtbeki` prepirly
Cennukbcatis ceksbstikt frak` nissadis
Till.`isbdki` frak` mbirarcmy Ysis nultbpli nargitbkd actbvbtbis Yk`irstak`s ceksunir.frak` rilatbeksmbp
Supperti` fy erdakbzatbekNekbters seurcis eo frak` iqubty
Pmi Veli eo Frak`s
B`iktboy tmi nagir
Sbnplboy pre`uct mak`lbkd Erdakbzi acceuktbkd
Eooir lidal pretictbek Sbdkboy qualbty Criati farrbirs te iktry
Sirvi as a cenpitbtbvi a`vaktadi
Sicuri prbci prinbun
Nargitbkd A`vaktadis eo Strekd Frak`s
Bnprevi` pirciptbeks eo pre`uct piroernakci
Driatir leyalty
Liss vulkirafli te cenpitbtbek Lardir nardbks
Bkilastbc ceksunir rispeksi te prbci bkcriasis
Ilastbc ceksunir rispeksi te prbci `icriasis
Driatir tra`i ceepiratbek
Bkcriasi bk iooictbvikiss eo BNC
Lbciksbkd eppertukbtbis
Frak` ixtiksbek eppertukbtbis
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Frak` Nakadinikt. NFA Ketis. @r Anbt Vakdkigar
www+`ranbtrakdkigar+cen 02 anbtra