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That is one of the advantages the web offers; it offers an opportunity for MAC to portray their vibrant brand image if the right strategic decision in regards to the launch is made.
It is important to have a good understanding of the brand image and the corporate culture of MAC to ensure the most important aspects of the brand are portrayed through the website. MAC did not advertise, do gift with purchase or promote. They used their brand to create awareness for many social issues such as Aids and the environment. They let their product do the talking through the professional makeup artist market, which viewed MAC as a unique, vibrant brand...
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