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Introduction

According to Kotler (2003: p420), a successful brand name ‘is essentially a marketer's promise to deliver a specific set of features, benefits and services consistently to the buyers'.

Wace Burgess is a member of the Wace Group, a company that has a massive global presence and is very recognizable in the pre-press and print technology market. Having excellent reputation for quality and responsiveness, the largest part of the production of Wace Burgess is the production of cards. Until now, their main customers were specialist publishers but after the entrance of the big retailers and supermarkets in the marketplace, they started to be interested on them and try to be ranked first in the market. Marks and Spencer is one of them, a big retailer chain with many department stores whose products ensure quality and customer satisfaction. Wace Burgess considers that if they will attain to supply Marks and Spencer effectively, this will be a big chance for them, for......

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Approximate Word Count: 7661
Approximate Pages: 31 (250 words per double-spaced page)

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