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11) BMW's __________ for the new Mini, as a life-style vehicle, included describing the care as quintessentially cool with its biggest selling point being its individualistic appeal.
12) A __________ seeks to have the brand own a place in the eyes and mind of the buyer and the product be distinguished from the products of the competition.
13) __________ provide(s) simpler and less costly ways to match the value requirements offered by the products of incumbent firms serving the market.
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