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Emotional Appeal
- good feeling about the company
- admire and respect the company
- trust the company
Products and Services
- stands behind products/services
- offers high quality products/services
- develops innovative products/services
- offers products/services that are
good value
Vision and Leadership
- has excellent leadership
- has a clear vision for the future
- recognizes/takes advantage of market
opportunities
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Workplace Environment
- is well managed
- looks like a good company to work for
- looks like it has good employees
Financial Performance
- record of profitability
- looks like a low risk investment
- strong prospects for future growth
- tends to outperform its competitors
Social Responsibility
- supports good causes
- environmentally responsible
- treats people well
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