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138-471: Eagle was a brand of the Chrysler Corporation following the purchase of American Motors Corporation (AMC) in 1987 and marketed through the end of the 1998 model year. It was aimed at the enthusiast driver and promoted as more "European" than the automaker's similar models. Chrysler took the "Eagle" name from the four-wheel drive AMC Eagle models that were introduced for the 1980 model year. This

276-439: A target audience . Marketers tend to treat brands as more than the difference between the actual cost of a product and its selling price; rather brands represent the sum of all valuable qualities of a product to the consumer and are often treated as the total investment in brand building activities including marketing communications. Consumers may look on branding as an aspect of products or services, as it often serves to denote

414-469: A titulus pictus . The inscription typically specified information such as place of origin, destination, type of product and occasionally quality claims or the name of the manufacturer. Roman marks or inscriptions were applied to a very wide variety of goods, including, pots, ceramics, amphorae (storage/shipping containers) and on factory-produced oil-lamps. Carbonized loaves of bread , found at Herculaneum , indicate that some bakers stamped their bread with

552-400: A $ 1,000 discount to dealers on the invoice price, a $ 1,500 rebate to purchasers, and a $ 2,000 incentive to the dealer per car after their fourth sale. An ES Limited model listing for $ 19,978 was only $ 15,478 after the marketing incentives. By the end of the year, Jeep-Eagle dealers had low inventories of Premiers – with only 28 days supply – compared to 119 days for overstocked cars such as

690-574: A Volvo or an Audi." The "upscale" Premier was the flagship of the new Eagle division at Chrysler and in the same class "as cars like the Audi 5000 , ... roomy, understated and elegantly turned out." Popular Science , in a four-car road test, considered the Premier one of the sportiest sedans (by measure of road holding and drive precision) available on the American market. The fully independent suspension on all

828-643: A basis and adapted for the new product. Using the Renault 25 chassis the suspension was derived from the Renault Medallion (Renault 21). The suspension featured a four-wheel independent system with MacPherson struts at the front wheels and two torsion bars at each rear wheel, with stabilizer bars in both front and rear. The exterior by Giorgetto Giugiaro 's Italdesign was picked over other concepts generated by AMC's styling department and other independent firms. The Premier's body's drag coefficient of 0.31

966-636: A brand may recognize that advertising touchpoints are most effective during the pre-purchase experience stage therefore they may target their advertisements to new customers rather than to existing customers. Overall, a brand has the ability to strengthen brand equity by using IMC branding communications through touchpoints. Brand communication is important in ensuring brand success in the business world and refers to how businesses transmit their brand messages, characteristics and attributes to their consumers . One method of brand communication that companies can exploit involves electronic word-of-mouth (eWOM). eWOM

1104-400: A brand may showcase its primary attribute as environmental friendliness. However, a brand's attributes alone are not enough to persuade a customer into purchasing the product. These attributes must be communicated through benefits , which are more emotional translations. If a brand's attribute is being environmentally friendly, customers will receive the benefit of feeling that they are helping

1242-403: A brand name is a "memory heuristic": a convenient way to remember preferred product choices. A brand name is not to be confused with a trademark which refers to the brand name or part of a brand that is legally protected. For example, Coca-Cola not only protects the brand name, Coca-Cola , but also protects the distinctive Spencerian script and the contoured shape of the bottle. Brand identity

1380-463: A brand with consumers. For example, a jingle or background music can have a positive effect on brand recognition, purchasing behaviour and brand recall. Therefore, when looking to communicate a brand with chosen consumers, companies should investigate a channel of communication that is most suitable for their short-term and long-term aims and should choose a method of communication that is most likely to reach their target consumers. The match-up between

1518-478: A brand, the more they trusted the brand. This suggests that a company could look to employ a social-media campaign to gain consumer trust and loyalty as well as in the pursuit of communicating brand messages. McKee (2014) also looked into brand communication and states that when communicating a brand, a company should look to simplify its message as this will lead to more value being portrayed as well as an increased chance of target consumers recalling and recognizing

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1656-508: A broad range of goods. In 1266, makers' marks on bread became compulsory in England. The Italians used brands in the form of watermarks on paper in the 13th century. Blind stamps , hallmarks , and silver-makers' marks —all types of brand—became widely used across Europe during this period. Hallmarks, although known from the 4th-century, especially in Byzantium, only came into general use during

1794-539: A car that would be known as the "Liberty" which aimed to achieve significant cost savings. However, these plans never reached fruition. Popular Mechanics reported that Chrysler's Liberty project attempts at using the K-car platform would be replaced by the AMC-developed Premier. The Liberty name was applied for a Jeep model starting with the 2002 model year. The main objective of Chrysler acquiring American Motors

1932-412: A category is differentiated from its competing brands, and thus the brand helps customers & potential customers understand which brand satisfies their needs. Thus, the brand offers the customer a short-cut to understanding the different product or service offerings that make up a particular category. Brand awareness is a key step in the customer's purchase decision process, since some kind of awareness

2070-417: A certain attractive quality or characteristic (see also brand promise). From the perspective of brand owners, branded products or services can command higher prices. Where two products resemble each other, but one of the products has no associated branding (such as a generic , store-branded product), potential purchasers may often select the more expensive branded product on the basis of the perceived quality of

2208-1021: A corporation hopes to accomplish, and to explain why customers should choose one brand over its competitors. Brand personality refers to "the set of human personality traits that are both applicable to and relevant for brands." Marketers and consumer researchers often argue that brands can be imbued with human-like characteristics which resonate with potential consumers. Such personality traits can assist marketers to create unique, brands that are differentiated from rival brands. Aaker conceptualized brand personality as consisting of five broad dimensions, namely: sincerity (down-to-earth, honest, wholesome, and cheerful), excitement (daring, spirited, imaginative, and up to date), competence (reliable, intelligent, and successful), sophistication (glamorous, upper class, charming), and ruggedness (outdoorsy and tough). Subsequent research studies have suggested that Aaker's dimensions of brand personality are relatively stable across different industries, market segments and over time. Much of

2346-472: A different stage in a customer's cognitive ability to address the brand in a given circumstance. Marketers typically identify two distinct types of brand awareness; namely brand recall (also known as unaided recall or occasionally spontaneous recall ) and brand recognition (also known as aided brand recall ). These types of awareness operate in entirely different ways with important implications for marketing strategy and advertising. Brand recognition

2484-572: A five-speed manual gearbox. The interior of the LX featured standard six-passenger seating, with reclining 55/45 split front bench seats along with a rear seat that included a fold-down center armrest. Map pockets were standard in the front seatbacks. The standard four-speed automatic transmissions were operated using a column shifter. The ES models included lower bodyside cladding, a firmer suspension, and larger "touring" tires, as well as individual front bucket seats with adjustable see-through headrests and

2622-605: A full-length console with center armrest. The ES models had seating for five adults. The front bucket seats were optional in the LX, and a console-mounted gear shift was optional in both the LX and ES. The Premier was highlighted in Chrysler's broad product line as being "shaped right" in its being the most aerodynamic sedan built in North America and offering "an American car with European sophistication and handling." The second model year

2760-462: A given category, when prompted with a brand name, a larger number of consumers are typically able to recognize it. Brand recognition is most successful when people can elicit recognition without being explicitly exposed to the company's name, but rather through visual signifiers like logos, slogans, and colors. For example, Disney successfully branded its particular script font (originally created for Walt Disney's "signature" logo ), which it used in

2898-474: A good example will still impress even today." The engineering levels achieved in the Premier are arguably the most refined in a sedan that was then produced by AMC or Chrysler. The original projections were to have annual production of 150,000 Premiers. Magna International had signed a contract in 1986 to supply body panels for the Premiers. As a result, the automotive supplier received $ 10 million in grants from

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3036-493: A high level of brand equity. Brand owners manage their brands carefully to create shareholder value . Brand valuation is a management technique that ascribes a monetary value to a brand. The word brand , originally meaning a burning piece of wood, comes from a Middle English brand , meaning "torch", from an Old English brand . It became to also mean the mark from burning with a branding iron. Branding and labeling have an ancient history. Branding probably began with

3174-507: A low-involvement purchasing decision. Brand recognition is often the mode of brand awareness that operates in retail shopping environments. When presented with a product at the point-of-sale, or after viewing its visual packaging, consumers are able to recognize the brand and may be able to associate it with attributes or meanings acquired through exposure to promotion or word-of-mouth referrals. In contrast to brand recall, where few consumers are able to spontaneously recall brand names within

3312-454: A lower-tier market competing against the Ford Taurus and GM A-platform cars ( Buick Century , Chevrolet Celebrity , Oldsmobile Cutlass Ciera ). Chrysler also ended up with six different brands after the purchase of AMC, just one less than GM, which was four times as large an automaker. Not only could Chrysler not afford to properly promote and advertise each of its brands, but it also faced

3450-411: A metal lever at the end which was a grip handle: if the gear selector shifted downward in the traditional fashion, the lever dropped into the dash pod in which it was mounted. The climate controls used an unusual up-down button that cycled through the different heating modes, indicated by an array of lights. All of these controls were housed in a control panel on the right side of the steering column. On

3588-483: A mid-sized passenger car" along with "European handling". The Premier was "final offspring of the AMC-Renault marriage" and the new car entered the marketplace "well endowed in just about every department. It has the most powerful conventional engines in its field, state-of-the-art electronics with a first-ever feature, and is made in the newest assembly plant in the world." Road test by Car and Driver magazine described

3726-471: A new electronically controlled four-speed automatic gearbox, developed by ZF Friedrichshafen . Fuel economy for the base model was EPA estimated at 22 mpg ‑US (11 L/100 km; 26 mpg ‑imp ) in the city and 31 mpg ‑US (7.6 L/100 km; 37 mpg ‑imp ) on the highway, giving it a 527-mile (848 km) cruising range with the 17 US gal (64 L; 14 imp gal) gas tank. Optional in

3864-432: A range of vehicles in a rapidly growing market segment. The merger may have helped the individual dealerships that signed on. Still, it caused the nascent Eagle division and its largely derivative models to compete unfavorably for attention with Chrysler's and Plymouth's often similar, but longer-established and better-recognized lines of passenger cars. The Eagle brand was phased out in stages. In 1996, Chrysler discontinued

4002-592: A rebadged model named Dodge Monaco resulted from a contractual obligation to use 260,000 of the PRV engines over five years, a clause in the AMC buyout from Renault. The Monaco sold in low numbers, and both it and the Premier were canceled in 1992. There was little marketing support for the Premier by the Jeep-Eagle dealers themselves because they were focused on selling the highly successful and more profitable Jeep models. Furthermore,

4140-399: A receiver, it runs the risk of the receiver incorrectly interpreting the message. Therefore, a brand should use appropriate communication channels to positively "…affect how the psychological and physical aspects of a brand are perceived". In order for brands to effectively communicate to customers, marketers must "…consider all touch point |s, or sources of contact, that a customer has with

4278-414: A trademark from the late 1870s, with great success. Pears' soap , Campbell's soup , Coca-Cola , Juicy Fruit chewing gum and Aunt Jemima pancake mix were also among the first products to be "branded" in an effort to increase the consumer's familiarity with the product's merits. Other brands which date from that era, such as Ben's Original rice and Kellogg's breakfast cereal, furnish illustrations of

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4416-407: A trademark in the form of a 'White Rabbit", which signified good luck and was particularly relevant to women, who were the primary purchasers. Details in the image show a white rabbit crushing herbs, and text includes advice to shoppers to look for the stone white rabbit in front of the maker's shop. In ancient Rome , a commercial brand or inscription applied to objects offered for sale was known as

4554-509: A visual or verbal cue. For example, when looking to satisfy a category need such as a toilet paper, the customer would firstly be presented with multiple brands to choose from. Once the customer is visually or verbally faced with a brand, they may remember being introduced to it before. When given a cue, consumers able to retrieve the memory node associated with the brand exhibit brand recognition. Often, this form of brand awareness assists customers in choosing one brand over another when faced with

4692-413: Is a brand's personality . Quite literally, one can easily describe a successful brand identity as if it were a person. This form of brand identity has proven to be the most advantageous in maintaining long-lasting relationships with consumers, as it gives them a sense of personal interaction with the brand Collectively, all four forms of brand identification help to deliver a powerful meaning behind what

4830-420: Is a collection of individual components, such as a name, a design, a set of images, a slogan, a vision, writing style, a particular font or a symbol etc. which sets the brand aside from others. For a company to exude a strong sense of brand identity, it must have an in-depth understanding of its target market, competitors and the surrounding business environment. Brand identity includes both the core identity and

4968-403: Is a fundamental asset to a brand's equity , the worth of a brand's identity would become obsolete without ongoing brand communication. Integrated marketing communications (IMC) relates to how a brand transmits a clear consistent message to its stakeholders . Five key components comprise IMC: The effectiveness of a brand's communication is determined by how accurately the customer perceives

5106-469: Is a precondition to purchasing. That is, customers will not consider a brand if they are not aware of it. Brand awareness is a key component in understanding the effectiveness both of a brand's identity and of its communication methods. Successful brands are those that consistently generate a high level of brand awareness, as this can be the pivotal factor in securing customer transactions. Various forms of brand awareness can be identified. Each form reflects

5244-410: Is a relatively new approach [Phelps et al., 2004] identified to communicate with consumers. One popular method of eWOM involves social networking sites (SNSs) such as Twitter . A study found that consumers classed their relationship with a brand as closer if that brand was active on a specific social media site (Twitter). Research further found that the more consumers "retweeted" and communicated with

5382-421: Is often little to differentiate between several types of products in the 21st century, hence branding is among a few remaining forms of product differentiation . Brand equity is the measurable totality of a brand's worth and is validated by observing the effectiveness of these branding components. When a customer is familiar with a brand or favors it incomparably over its competitors, a corporation has reached

5520-442: Is one of the initial phases of brand awareness and validates whether or not a customer remembers being pre-exposed to the brand. Brand recognition (also known as aided brand recall ) refers to consumers' ability to correctly differentiate a brand when they come into contact with it. This does not necessarily require consumers to identify or recall the brand name. When customers experience brand recognition, they are triggered by either

5658-438: Is slightly lower (more efficient) than the 1986 Ford Taurus that was well known for its aerodynamic shape. The Premier's body was finished using a baked enamel clearcoat for all the available colors. The body was covered by a seven-year, 100,000-mile (160,934 km) warranty . The car's trunk capacity was also large, offering 16.3 cu ft (462 L) of cargo space. The Eagle also featured new technology to improve

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5796-406: Is stronger than brand recognition, as the brand must be firmly cemented in the consumer's memory to enable unassisted remembrance. This gives the company huge advantage over its competitors because the customer is already willing to buy or at least know the company offering available in the market. Thus, brand recall is a confirmation that previous branding touchpoints have successfully fermented in

5934-420: Is that almost all states "have dealership-friendly franchise regulations" that do not allow manufacturers flexibility because the laws provide dealerships territorial exclusivity including protection from new competition, as well as limit dealership franchise termination to the point that even "gross inefficiency and poor financial condition are not legitimate grounds for termination." Two of Eagle's first models,

6072-564: Is the herbal paste known as chyawanprash , consumed for its purported health benefits and attributed to a revered rishi (or seer) named Chyawan. One well-documented early example of a highly developed brand is that of White Rabbit sewing needles, dating from China's Song dynasty (960 to 1127 CE). A copper printing plate used to print posters contained a message which roughly translates as: "Jinan Liu's Fine Needle Shop: We buy high-quality steel rods and make fine-quality needles, to be ready for use at home in no time." The plate also includes

6210-837: The Chevrolet Caprice . The Eagle Premier and its badge engineered variant, the Dodge Monaco, continued mostly unchanged for 1992, except every model received the grille and tail lamps that were only on the Limited in 1991. > Chrysler also announced it would be the Premier's final year as the automaker prepared to launch all its new LH models in the Bramalea assembly plant. Bramalea ended Dodge Monaco and Eagle Premier output on December 17, 1991. Production Figures: The Eagle brand targeted consumers that would not typically include purchasing an American sedan, "but would have instead sought out

6348-569: The Dodge Intrepid and the Chrysler Concorde . The Premier inspired many of the LH platform's design features. François Castaing , formerly AMC's Vice President of product engineering and development, became Chrysler's Vice President of vehicle engineering in 1988, and as a result, the Premier was the starting point for Chrysler's new LH sedans. Although the cab forward styling was quite different,

6486-521: The Eagle Premier and the Eagle Medallion , were designed by AMC in cooperation with its former corporate partner (and 46.4 percent owner), Renault . The remainder of the brand's cars were rebadged versions of cars sold by other Chrysler Corporation divisions, as well as some captive imports produced by Mitsubishi Motors . At one point, an Eagle variant of Chrysler's popular AS platform minivan

6624-498: The Eagle Premier that was developed with Renault, AMC's French partner before Chrysler purchased AMC. Various imported and domestic-built vehicles were marketed, primarily by former AMC dealers along with Jeep products, until the brand was discontinued in 1998. The 1993 through 1997 Eagle Vision sedan sold in respectable numbers, with 115,699 built, while the sporty Eagle Talons were made in two generations from 1990 until 1998, with more than 200,000 produced. Most significantly,

6762-621: The Mitsubishi Mirage -based Eagle Summit , having discontinued the nearly identical Dodge Colt and Plymouth Colt models after the 1994 model year. After a decade of slow sales, Chrysler announced the discontinuation of the Eagle brand in September 1997, and the last 1998 Eagle Talon rolled off the line after that. In 1997, the Eagle Vision was discontinued at the end of its design cycle. However,

6900-761: The Qin dynasty (221-206 BCE); large numbers of seals survive from the Harappan civilization of the Indus Valley (3,300–1,300 BCE) where the local community depended heavily on trade; cylinder seals came into use in Ur in Mesopotamia in around 3,000 BCE, and facilitated the labelling of goods and property; and the use of maker's marks on pottery was commonplace in both ancient Greece and Rome. Identity marks, such as stamps on ceramics, were also used in ancient Egypt. Diana Twede has argued that

7038-478: The marketing and communication techniques and tools that help to distinguish a company or products from competitors, aiming to create a lasting impression in the minds of customers . The key components that form a brand's toolbox include a brand's identity, personality, product design , brand communication (such as by logos and trademarks ), brand awareness , brand loyalty , and various branding ( brand management ) strategies. Many companies believe that there

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7176-474: The "consumer packaging functions of protection, utility and communication have been necessary whenever packages were the object of transactions". She has shown that amphorae used in Mediterranean trade between 1,500 and 500 BCE exhibited a wide variety of shapes and markings, which consumers used to glean information about the type of goods and the quality. The systematic use of stamped labels dates from around

7314-478: The "cool" factor. This began the modern practice now known as branding , where the consumers buy the brand instead of the product and rely on the brand name instead of a retailer's recommendation. The process of giving a brand "human" characteristics represented, at least in part, a response to consumer concerns about mass-produced goods. The Quaker Oats Company began using the image of the Quaker Man in place of

7452-400: The "…potential to add positive – or suppress negative – associations to the brand's equity" Thus, a brand's IMC should cohesively deliver positive messages through appropriate touch points associated with its target market. One methodology involves using sensory stimuli touch points to activate customer emotion. For example, if a brand consistently uses a pleasant smell as a primary touchpoint,

7590-415: The 1990s when it was finally retired in 1998." Those Eagle cars failed because the automaker did not have a coherent marketing strategy for the mix of models and they also lacked effective promotional efforts in the automotive marketplace. In the end, "Chrysler wasn't fully committed to the nameplate and also left consumers confused about what an Eagle was -- if they knew the name at all." The continuation of

7728-510: The 1st century CE. The use of hallmarks , a type of brand, on precious metals dates to around the 4th century CE. A series of five marks occurs on Byzantine silver dating from this period. Some of the earliest use of maker's marks, dating to about 1,300 BCE, have been found in India. The oldest generic brand in continuous use, known in India since the Vedic period ( c.  1100 BCE to 500 BCE),

7866-606: The 6th century BCE. A vase manufactured around 490 BCE bears the inscription " Sophilos painted me", indicating that the object was both fabricated and painted by a single potter. Branding may have been necessary to support the extensive trade in such pots. For example, 3rd-century Gaulish pots bearing the names of well-known potters and the place of manufacture (such as Attianus of Lezoux , Tetturo of Lezoux and Cinnamus of Vichy ) have been found as far away as Essex and Hadrian's Wall in England. English potters based at Colchester and Chichester used stamps on their ceramic wares by

8004-651: The AMC Eagle line after Chrysler acquired AMC in only the station wagon body style. Production of the crossover vehicle ended on December 14, 1987. According to the National Automobile Dealers Association NADA Guide, Chrysler's "Eagle was spawned from the buyout of American Motors and their AMC Eagle model." Also badged as the Renault Medallion in March 1987 as an early 1988 model, this car

8142-510: The Big Three, which had multiple brands under their corporate name, American Motors had sold passenger cars under its corporate initials of "AMC" since 1970. Thus, without having a separate brand from the now-defunct company, Chrysler looked to re-brand the legacy vehicles inherited through the purchase of AMC under the Eagle name instead of trying to fold those outside-designed products into Chrysler's existing distribution structure. A limiting factor

8280-461: The Eagle Premier was the basis for Chrysler's successful series of "LH" models that were introduced for 1993. Following the introduction of General Motors ' Saturn brand automobile, Chrysler promised a similar new brand designed to take Saturn on with innovative design and building methods. In a press release by then Chrysler Chairman Lee Iacocca , it was indicated that Chrysler was working on

8418-574: The LX and standard in ES models was a 3.0 L version of the Peugeot-Renault-Volvo (PRV) V6 engine , fitted with multiple port fuel injection, producing peak power and torque figures of 150 hp (112 kW; 152 PS) at 5000 rpm and 171 lb⋅ft (232 N⋅m) at 3570 rpm. Fuel efficiency of the V6 was rated at 18 mpg ‑US (13 L/100 km; 22 mpg ‑imp ) for

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8556-524: The Medieval period. British silversmiths introduced hallmarks for silver in 1300. Some brands still in existence as of 2018 date from the 17th, 18th, and 19th centuries' period of mass-production. Bass Brewery , the British brewery founded in 1777, became a pioneer in international brand marketing. Many years before 1855, Bass applied a red triangle to casks of its pale ale. In 1876, its red-triangle brand became

8694-399: The Premier saw almost no other changes except for the addition of cruise control and the mid-year introduction of an ES Limited model featuring monochromatic paint and body-colored trim. The list of standard features was expanded or enhanced such as eight premium "Accusound by Jensen " speakers becoming standard on ES models. Marketing focused on "the swift reflexes of eagles" describing

8832-399: The Premier's fully independent suspension components to be sure-footed and athletic to "inspire driver confidence" in addition to the car's exclusive seven-year, 70,000-mile protection plan. The "sporty" two-door companion model that was announced by Iacocca for this model year to "get the Eagle soaring" with new products and a "brand personality that's unique ...and exciting... and upscale"

8970-432: The amount of water that hit the windshield; with less moisture, the slower they would move, but increasing their action if a passing truck splashed the windshield with a large amount of water. Another exclusive was the computer controlled automatic temperature control climate system that did not run the interior blower fan until the until the heater core became warm, thus enhancing passenger comfort. Standard on all Premiers

9108-476: The atrium, and bearing labels as follows: Scaurus' fish sauce was known by people across the Mediterranean to be of very high quality, and its reputation traveled as far away as modern France. In both Pompeii and nearby Herculaneum, archaeological evidence also points to evidence of branding and labeling in relatively common use across a broad range of goods. Wine jars, for example, were stamped with names, such as "Lassius" and "L. Eumachius"; probably references to

9246-528: The automaker with a broader product offering in the marketplace. The strategy was to expand AMC's reliance on sub-compact cars (which were the Alliance and Encore) as demand was increasing for larger, "family-size" cars such as the Chevrolet Celebrity and the new Ford Taurus . Rather than engineer a completely new chassis for the Premier the then-new Renault 25 's monocoque underpinnings were used as

9384-515: The barrels used, effectively using a corporate trademark as a quasi-brand. Factories established following the Industrial Revolution introduced mass-produced goods and needed to sell their products to a wider market—that is, to customers previously familiar only with locally produced goods. It became apparent that a generic package of soap had difficulty competing with familiar, local products. Packaged-goods manufacturers needed to convince

9522-437: The basis of its future cars for many years, but was experiencing problems with this major project. The Eagle Premier was described as "a world-class car" by automotive journalists, in addition to its international origins with an Italian design and Canadian assembly. "Considered by some the most sophisticated car in Chrysler's lineup", the Eagle Premier offers an "incredible 122 cubic feet of interior room; almost unheard of for

9660-427: The beginnings of brand management. This trend continued to the 1980s, and as of 2018 is quantified by marketers in concepts such as brand value and brand equity . Naomi Klein has described this development as "brand equity mania". In 1988, for example, Philip Morris Companies purchased Kraft Foods Inc. for six times what the company was worth on paper. Business analysts reported that what they really purchased

9798-401: The brand and is termed the consumer's brand experience . The brand is often intended to create an emotional response and recognition, leading to potential loyalty and repeat purchases. The brand experience is a brand's action perceived by a person. The psychological aspect, sometimes referred to as the brand image , is a symbolic construct created within the minds of people, consisting of all

9936-412: The brand has a much higher chance of creating a positive lasting effect on its customers' senses as well as memory. Another way a brand can ensure that it is utilizing the best communication channel is by focusing on touchpoints that suit particular areas associated with customer experience . As suggested Figure 2, certain touch points link with a specific stage in customer-brand-involvement. For example,

10074-413: The brand or on the basis of the reputation of the brand owner. Brand awareness involves a customer's ability to recall and/or recognize brands, logos, and branded advertising. Brands help customers to understand which brands or products belong to which product or service category. Brands assist customers to understand the constellation of benefits offered by individual brands, and how a given brand within

10212-425: The brand". Touch points represent the channel stage in the traditional communication model, where a message travels from the sender to the receiver. Any point where a customer has an interaction with the brand - whether watching a television advertisement, hearing about a brand through word of mouth or even noticing a branded license plate – defines a touchpoint. According to Dahlen et al. (2010), every touchpoint has

10350-400: The brand's intended message through its IMC. Although IMC is a broad strategic concept, the most crucial brand communication elements are pinpointed to how the brand sends a message and what touch points the brand uses to connect with its customers [Chitty 2005]. One can analyze the traditional communication model into several consecutive steps: When a brand communicates a brand identity to

10488-509: The brand, he or she is more likely to try other products offered by the company – such as chocolate-chip cookies, for example. Brand development, often performed by a design team , takes time to produce. A brand name is the part of a brand that can be spoken or written and identifies a product, service or company and sets it apart from other comparable products within a category. A brand name may include words, phrases, signs, symbols, designs, or any combination of these elements. For consumers,

10626-455: The brand. In 2012 Riefler stated that if the company communicating a brand is a global organization or has future global aims, that company should look to employ a method of communication that is globally appealing to their consumers, and subsequently choose a method of communication with will be internationally understood. One way a company can do this involves choosing a product or service's brand name, as this name will need to be suitable for

10764-451: The cab-forward designs that lead to the LH-based 1993 Eagle Vision were the 1987 Lamborghini Portofino and the 1989 Chrysler Millennium . Brand The practice of branding—in the original literal sense of marking by burning—is thought to have begun with the ancient Egyptians , who are known to have engaged in livestock branding and branded slaves as early as 2,700 BCE. Branding

10902-412: The city and 27 mpg ‑US (8.7 L/100 km; 32 mpg ‑imp ) on the highway. Factory acceleration estimates from standstill to 60 miles per hour (97 km/h) were 11.5 seconds with the four-cylinder, and 10 seconds with the six. The Premier's powertrains were covered by a 7-year, 70,000-mile (112,654 km) warranty, which was longer than offered by any of the competitors at

11040-501: The consumer through branding. Producers began by attaching simple stone seals to products which, over time, gave way to clay seals bearing impressed images, often associated with the producer's personal identity thus giving the product a personality. Not all historians agree that these markings are comparable with modern brands or labels, with some suggesting that the early pictorial brands or simple thumbprints used in pottery should be termed proto-brands while other historians argue that

11178-421: The decision to eventually combine Jeep-Eagle with Chrysler-Plymouth dealers called for the long-term corporate goal of phasing out the Eagle brand. There were 139,051 Premiers and Monacos built at Bramalea. Chrysler paid a penalty for every car not produced and V6 engine not purchased from Renault. A new, "highly advanced" factory (called Bramalea Assembly) was built to manufacture the Premier at Bramalea. This

11316-402: The direction of Dick Teague . It also included features that were considered unique at the time. The instrument panel featured "a heavy dose of electronics", with all driver controls housed within a fingertip distance from the steering wheel. This included a dash-mounted gear selector that has been described reminiscent of the 1955 Chrysler PowerFlite transmission shifter. The Premier features

11454-771: The domestic-built front-wheel drive Alliance and Encore that were developed under Renault (plans by AMC to import the Renault Espace minivan and the Alpine GTA halo car were also scrapped), but continued to build the four-wheel drive AMC Eagle crossover. It was now called Eagle Wagon and marketed into the 1988 model year until production ended in December. This meant the Brampton Assembly (AMC) manufacturing capacity could be used for making more Jeeps. Moreover, Chrysler kept AMC's long-established Eagle brand by continuing to import

11592-494: The engines in the LH cars were mounted longitudinally , like the Premier. This was "a hallmark of Renault 's front-wheel-drive designs" and unlike any other car built by Chrysler up to that time. The LH platform's dedicated transmission, the A606, was also quite similar in design to the electronically controlled automatic featured in four-cylinder Premiers. The Premier's body shell was used for LH prototype development mules , under which

11730-516: The environment by associating with the brand. Aside from attributes and benefits, a brand's identity may also involve branding to focus on representing its core set of values . If a company is seen to symbolize specific values, it will, in turn, attract customers who also believe in these values. For example, Nike's brand represents the value of a " just do it " attitude. Thus, this form of brand identification attracts customers who also share this same value. Even more extensive than its perceived values

11868-414: The extended identity. The core identity reflects consistent long-term associations with the brand; whereas the extended identity involves the intricate details of the brand that help generate a constant motif. According to Kotler et al. (2009), a brand's identity may deliver four levels of meaning: A brand's attributes are a set of labels with which the corporation wishes to be associated. For example,

12006-426: The first registered trademark issued by the British government. Guinness World Records recognizes Tate & Lyle (of Lyle's Golden Syrup ) as Britain's, and the world's, oldest branding and packaging, with its green-and-gold packaging having remained almost unchanged since 1885. Twinings tea has used the same logo – capitalized font beneath a lion crest – since 1787, making it

12144-642: The fourth century BCE. In largely pre-literate society, the shape of the amphora and its pictorial markings conveyed information about the contents, region of origin and even the identity of the producer, which were understood to convey information about product quality. David Wengrow has argued that branding became necessary following the urban revolution in ancient Mesopotamia in the 4th century BCE, when large-scale economies started mass-producing commodities such as alcoholic drinks, cosmetics and textiles. These ancient societies imposed strict forms of quality-control over commodities, and also needed to convey value to

12282-435: The front fenders and the incorporation of amber turn signals into the rear lights to meet local requirements. Marketing of the special model ended during 1990. In 1990 the Premier was substantially reengineered. Standard were four-wheel disc brakes and a stainless steel exhaust system. The electrical system was replaced with standard Chrysler parts that proved to be more reliable than the original Renix system. The exterior

12420-517: The governments of both Canada and Ontario to expand the metal stamping plant in Milton, Ontario . However, the Premier did not achieve its sales targets, with calendar year production for 1989 only reaching 32,720 examples. Critics have argued that Chrysler did not properly market the Premier, having confused its intended market. ES models were compared directly with the Audi 80 , Acura Legend , and similar 'import' sedans, while LX models were aimed at

12558-436: The information and expectations associated with a product, with a service, or with the companies providing them. Marketers or product managers that responsible for branding, seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics, which make it special or unique. A brand can, therefore, become one of

12696-473: The left side of the column, another control contained the light and windshield wiper controls. The turn signal control was also electronic returning to its centered position immediately after a driver signaled a turn, and a gong indicated its cancellation after completing a turn. The optional cruise control was built into the leather-wrapped steering wheel. Other features included intermittent wipers, as well as automatic variable-speed that adjusted wiper speed to

12834-458: The legacy of failure by French cars in the United States. The Premier carried many vestiges of AMC and Renault's engineering long after Chrysler acquired the car's design. For example, the vehicle identification number for the entire 1988 model year production retained AMC format. The AMC logo was featured on many of the car's components through to the end of production. The introduction of

12972-430: The literature on branding suggests that consumers prefer brands with personalities that are congruent with their own. Consumers may distinguish the psychological aspect (brand associations like thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand) of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with

13110-419: The logo for go.com . Unlike brand recognition, brand recall (also known as unaided brand recall or spontaneous brand recall ) is the ability of the customer retrieving the brand correctly from memory. Rather than being given a choice of multiple brands to satisfy a need, consumers are faced with a need first, and then must recall a brand from their memory to satisfy that need. This level of brand awareness

13248-441: The luminous efficiency of its headlamp system, afford greater styling freedom, and have a rectangular frontal aspect. The 1988 Eagle Premier was one of the first cars featuring Valeo headlamps with nonparabolic, complex-surface reflector headlamps with optic lenses. Stretched in all dimensions, the Premier provided more interior room than any of its contemporaries. The interior was an all-new design by AMC's in-house staff under

13386-473: The market that the public could place just as much trust in the non-local product. Gradually, manufacturers began using personal identifiers to differentiate their goods from generic products on the market. Marketers generally began to realize that brands, to which personalities were attached, outsold rival brands. By the 1880s, large manufacturers had learned to imbue their brands' identity with personality traits such as youthfulness, fun, sex appeal, luxury or

13524-540: The marketplace that it aims to enter. It is important that if a company wishes to develop a global market, the company name will also need to be suitable in different cultures and not cause offense or be misunderstood. When communicating a brand, a company needs to be aware that they must not just visually communicate their brand message and should take advantage of portraying their message through multi-sensory information. One article suggests that other senses, apart from vision, need to be targeted when trying to communicate

13662-451: The mid-sized Renault 21 (now named Eagle Medallion ) as well as starting production of the Renault 25-based full-size sedan that was developed by AMC (now named Eagle Premier ). To consolidate the marketing and maintain distribution through AMC dealerships following the 1987 acquisition, the Jeep/Eagle division of Chrysler Corporation was formed. Chrysler's initial problem was that unlike

13800-400: The minds of its consumers. Marketing-mix modeling can help marketing leaders optimize how they spend marketing budgets to maximize the impact on brand awareness or on sales. Managing brands for value creation will often involve applying marketing-mix modeling techniques in conjunction with brand valuation . Brands typically comprise various elements, such as: Although brand identity

13938-433: The most enduring campaigns of the 20th-century. Brand advertisers began to imbue goods and services with a personality, based on the insight that consumers searched for brands with personalities that matched their own. Effective branding, attached to strong brand values, can result in higher sales of not only one product, but of other products associated with that brand. If a customer loves Pillsbury biscuits and trusts

14076-579: The most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace . This means that building a strong brand helps to distinguish a product from similar ones and differentiate it from competitors. The art of creating and maintaining a brand is called brand management . The orientation of an entire organization towards its brand is called brand orientation . Brand orientation develops in response to market intelligence . Careful brand management seeks to make products or services relevant and meaningful to

14214-549: The name of the producer. The use of identity marks on products declined following the fall of the Roman Empire . In the European Middle Ages , heraldry developed a language of visual symbolism which would feed into the evolution of branding, and with the rise of the merchant guilds the use of marks resurfaced and was applied to specific types of goods. By the 13th century, the use of maker's marks had become evident on

14352-454: The new "Euro-sedan" as competitive, a "pleasant surprise," "with a dash of weirdness," and concluded that "it's a sure bet to scare hell out of its competition." The Eagle Premier was launched in January 1988, with the first production models rolling off the assembly line on September 28, 1987. Although the car is sometimes referred to as a Renault Premier, this car was never marketed anywhere in

14490-470: The older car to carry them through to the new car's introduction. However, Chrysler executives decided to pull the plug on the Eagle brand just a few months later. The car they were working on went on to be marketed as the Chrysler 300M . The AMC name disappeared with Chrysler's acquisition of the independent automaker, "but the Eagle name carried on, worn by various Renault- and Mitsubishi-sourced models through

14628-657: The practice of branding livestock to deter theft. Images of the branding of cattle occur in ancient Egyptian tombs dating to around 2,700 BCE. Over time, purchasers realized that the brand provided information about origin as well as about ownership, and could serve as a guide to quality. Branding was adapted by farmers, potters, and traders for use on other types of goods such as pottery and ceramics. Forms of branding or proto-branding emerged spontaneously and independently throughout Africa, Asia and Europe at different times, depending on local conditions. Seals , which acted as quasi-brands, have been found on early Chinese products of

14766-407: The practice of branding objects extended to a broader range of packaging and goods offered for sale including oil , wine , cosmetics , and fish sauce and, in the 21st century, extends even further into services (such as legal , financial and medical ), political parties and people 's stage names. In the modern era, the concept of branding has expanded to include deployment by a manager of

14904-473: The presence of these simple markings does not imply that mature brand management practices operated. Scholarly studies have found evidence of branding, packaging, and labeling in antiquity. Archaeological evidence of potters' stamps has been found across the breadth of the Roman Empire and in ancient Greece . Stamps were used on bricks, pottery, and storage containers as well as on fine ceramics. Pottery marking had become commonplace in ancient Greece by

15042-513: The producer's name. Roman glassmakers branded their works, with the name of Ennion appearing most prominently. One merchant that made good use of the titulus pictus was Umbricius Scaurus, a manufacturer of fish sauce (also known as garum ) in Pompeii, c.  35 CE . Mosaic patterns in the atrium of his house feature images of amphorae bearing his personal brand and quality claims. The mosaic depicts four different amphora, one at each corner of

15180-471: The product, the consumer lifestyle, and the endorser is important for the effectiveness of brand communication. Eagle Premier The Eagle Premier is a full-size executive car that was developed by American Motors Corporation (AMC) during the 1980s through its partnership with Renault . This model was manufactured in the then-brand-new Brampton Assembly in Canada. Chrysler Corporation bought

15318-462: The rights to the Premier when it acquired Renault's outstanding shares in AMC in 1987, and began selling the car under the new Eagle marque. The four-door sedan was manufactured from September 1987 (for the 1988 model year ) until December 1991 (for the 1992 model year). A rebadged variant was also marketed as the Dodge Monaco from 1990 until 1992. The Premier was exported to Japan where it

15456-513: The similar Dodge Intrepid and Chrysler Concorde were redesigned for 1998 and continued through 2004. Only the Mitsubishi Eclipse -based Eagle Talon remained for 1998, after which it, along with the Eagle brand itself, was discontinued. Chrysler had initially planned to redesign the Eagle Vision for 1999. Prototypes were spotted wearing the Eagle logo. Vision production continued into September 1997 to provide dealers with enough stock of

15594-419: The time. Developed by AMC, which was "the Big Three's little sister ... with almost no resources, and fighting a vastly superior enemy", Bob Lutz , then a vice president at Chrysler, wrote that the Premier sedan as one of the "impressive succession of new products" that Chrysler gained from acquiring the small automaker. The Eagle Premier replaced the so-called Liberty car that Chrysler had been developing as

15732-476: The trend. By the early 1900s, trade press publications, advertising agencies , and advertising experts began producing books and pamphlets exhorting manufacturers to bypass retailers and to advertise directly to consumers with strongly branded messages. Around 1900, advertising guru James Walter Thompson published a housing advertisement explaining trademark advertising. This was an early commercial explanation of what scholars now recognize as modern branding and

15870-556: The wagon was a rebadged Mitsubishi Expo LRV . The 1991-1996 sedan was a rebadged Dodge/Plymouth Colt. Like the Plymouth Laser and the Mitsubishi Eclipse , the Talon was Eagle's halo car and outsold its Plymouth cousin. (see also Diamond Star Motors ) A rebadged Mitsubishi Galant four-door sedan. Marketed also as a Dodge only in Canada . One of Chrysler's three original LH-cars . It

16008-400: The way in which consumers had started to develop relationships with their brands in a social/psychological/anthropological sense. Advertisers began to use motivational research and consumer research to gather insights into consumer purchasing. Strong branded campaigns for Chrysler and Exxon /Esso, using insights drawn from research into psychology and cultural anthropology , led to some of

16146-555: The wheels made for better ride quality and handling characteristics, as did the rack and pinion steering design. "The Premier was for its size, the lightest car that Chrysler built at the time [with a shipping weight of 2,999 lb (1,360 kg)], the stiffest (torsionally), and the best riding almost 8.7 in (221 mm) of wheel travel vs. 4.5 for the K-cars that underpinned every Chrysler car then available. It benefited from decades of Renault experience with front-wheel-drive, and

16284-448: The world as a Renault. Pre-production prototypes left the factory with Renault emblems on their grille and wheel covers, but had an Eagle nameplate on the trunk lids. The Eagle marketing department had to indicate this difference in its dealer information brochures and videos. Before its January 1988 launch, all pre-production cars had the Renault emblem removed from the grille and steering column horn hub pad. Depending on which stereo system

16422-417: The world's oldest in continuous use. A characteristic feature of 19th-century mass-marketing was the widespread use of branding, originating with the advent of packaged goods . Industrialization moved the production of many household items, such as soap , from local communities to centralized factories . When shipping their items, the factories would literally brand their logo or company insignia on

16560-412: Was a choice of two powertrains . Eschewing the Renault 25's French-built four-cylinder engines, the base Premier LX trim featured a standard 2.5 L AMC four-cylinder engine. Featuring electronically controlled throttle-body fuel injection , it developed a peak power output of 111 hp (83 kW; 113 PS) and 142 lb⋅ft (193 N⋅m) of torque at 1400  rpm . This engine was coupled to

16698-548: Was also available on the Canadian-built Dodge Monaco twin. The new safety feature came standard on the ES Limited and was optional on other models. The Limited model received a new front grille and rear tail lamp assemblies. The marketplace saw a downturn and all automakers began offering incentives to move inventory. At the beginning of the year, supplies of the Eagle Premier climbed up to 222 days and Chrysler gave

16836-460: Was an electronically controlled AM/FM stereo sound system. It had an exclusive feature of being a "self-diagnosing" radio. A premium speaker system was standard on the ES models. Successive years featured more sophisticated entertainment units that included a seven band equalizer with memory functions, an advanced cassette deck with music search functionality, and a CD player. For the initial launch, there

16974-462: Was changed slightly, the Design Giugiaro badges being removed from the front fenders as a result. The fuel crisis period was fading and most buyers selected the V6 engine. The four-cylinder engine was officially dropped from the lineup, with the V6 remaining as the sole engine. A badge engineered version of the Premier was added using a familiar Chrysler name, the Dodge Monaco, a moniker that

17112-414: Was first used by Dodge in 1965 and last used in 1978 on a full-size, rear-drive sedan. Because of its design "as up-to-date as anything in the mid-sized market," the Premier now became the foundation for Chrysler's next generation of automobiles. The automatic shifter was relocated to the floor. The 1991 model year had little news for the Premier except for a new anti-lock braking system (ABS) that

17250-542: Was imported from France, rebadged as an Eagle for the 1989 model year only, and was similar to the Renault 21 . Designed by AMC, the Premier was briefly badged as the Renault Premier before launch. Unusual (for an FWD car) in having a longitudinal engine mounting (to accommodate a future AWD version), it shared several parts with the Renault 25 , and spawned a rebadged version named Dodge Monaco (1990–1992); this platform

17388-515: Was in financial difficulty at the end of the 1980s and did not have the funds to spread to its new automotive division. Moreover, Jeep vehicles were popular and profitable, so most of the division's marketing resources flowed to the Jeep product range. Since Jeep's products had better recognition and higher profit margins, many dealers emphasized Jeeps. They considered the Eagle line of passenger cars to distract that business. Their sales and service expertise

17526-679: Was in the planning stages, but this variant never made it to market. Unlike Chrysler, Dodge , and Plymouth branded automobiles, the Eagle models lacked the Chrysler Corporation " pentastar " logo. Instead, all models prominently featured the Eagle head logo . Throughout its history, the Eagle brand needed more product recognition, although its Premier was technically more advanced than anything offered by Chrysler. Most of Eagle's models were available in Chrysler-Plymouth, Dodge, and Mitsubishi dealerships under different guises. Chrysler

17664-429: Was marketed as a Chrysler. In 1982 American Motors and Renault, a major shareholder in AMC since 1979, began work on a new downsized full-size front-drive passenger car, code-named X-58, for introduction in late 1986. A companion two-door coupe, code named "X-59", was to debut for the 1988 model year. These two body styles were to be the first full-size cars sold by AMC since the 1978 AMC Matador to re-position

17802-601: Was marketed in Europe as the Chrysler Vision. The Eagle Optima was a 1990 concept car. It was a four-door sedan that used cab forward design and was powered by an experimental, 32-valve all-aluminum V8 engine with all-wheel drive. The Optima was on the show circuit to judge consumer reaction to the thinly disguised version of the LH platform sedans that were to be introduced for the 1993 model year. Two earlier concept cars emphasizing

17940-618: Was near an existing AMC plant in Brampton, Ontario , Canada. This state-of-the-art plant was opened in 1986 and was one of AMC's assets that interested Chrysler. It was renamed Brampton Assembly after the buyout. Brampton Assembly was retooled for the production of the Chrysler LH-cars that debuted in the autumn of 1992, including the Premier's replacement, the Vision , and the Vision's sister vehicles,

18078-594: Was not released. During 1989 sales in the Japanese market began as the Chrysler Premier ES . Available in one version and included the 30 L V6 engine and four-speed automatic transmission. The maximum power was 150 PS (110 kW). While branded as a Chrysler and given the model code E6U, the Eagle badging remained unchanged from the North American model. The only visible changes were indicator lights on

18216-410: Was ordered, one would find either a Renault or Eagle emblem in the car through 1989 on the stereo. It was to have been the first body style in a series of three, along with a four-door station wagon and a two-door coupe . After Chrysler purchased Renault's stake (46%) in AMC and all other outstanding stock (54%), the wagon and coupe body styles were canceled as was a planned Premier DL model featuring

18354-410: Was primarily in the four-wheel drive Jeeps and AMC's Eagle all-wheel-drive models. Furthermore, the dealership network was realigned following Chrysler's acquisition of AMC. Some former AMC/Jeep dealers were consolidated with Chrysler-Plymouth franchises . Up to this point, Chrysler-Plymouth outlets needed a sport utility vehicle (SUV) to sell, and adding the Jeep line helped dealers offer customers

18492-432: Was the basis for the 1993 LH cars . Two models were offered. The two-door hatchback and four-door sedan were rebadged Mitsubishi Mirages , and the station wagon (badged as either an Eagle Vista or a Dodge/Plymouth Colt Vista) was a rebadged Mitsubishi Chariot . These cars were marketed only in Canada. Coupe, sedan, and wagon models were available. The coupe and 1987-1991 sedans were rebadged Mitsubishi Mirages , while

18630-435: Was the brand name. With the rise of mass media in the early 20th century, companies adopted techniques that allowed their messages to stand out. Slogans , mascots , and jingles began to appear on radio in the 1920s and in early television in the 1930s . Soap manufacturers sponsored many of the earliest radio drama series, and the genre became known as soap opera . By the 1940s, manufacturers began to recognize

18768-507: Was the last of American Motors ' wholly U.S.-designed vehicles and (arguably) one of the first modern mass-production crossover vehicles . The Eagle name also appeared on several Jeep trim packages and unique models that included the J-10 pickup trucks, the wide-track Cherokee SJ , as well as the CJ-5 and CJ-7 models starting in 1976. American Motors also launched an entirely new front-wheel-drive sedan,

18906-451: Was the long-established Jeep vehicles, but Renault forced the company to take on the contractual obligations of the passenger car models as part of the deal. Another major factor was that, due to state franchise laws, Chrysler could not start selling Jeeps through their existing dealer networks, nor could ex-AMC dealers begin to sell other Chrysler products. Thus, the Eagle marque was born. Under new ownership, Chrysler quickly discontinued

19044-444: Was used to differentiate one person's cattle from another's by means of a distinctive symbol burned into the animal's skin with a hot branding iron . If a person stole any of the cattle, anyone else who saw the symbol could deduce the actual owner. The term has been extended to mean a strategic personality for a product or company, so that "brand" now suggests the values and promises that a consumer may perceive and buy into. Over time,

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