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This is important to consider when doing merchandising. One other aspect which should be taken into consideration while merchandising and that is when you license your brand to the other product which is in the other industry and that industry has totally other characteristics.
The company like Harley Davidson has set number of customers with recognition as a company which fulfill its promise when selling the product specially when it comes to motorbikes and their customers trust there promises. The company like that when enter into another business can either attract the same customers or utilize the general brand awareness among people to attract new customers...
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