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3.2.2 Sites for different brandsBranded sites typically present products in a manner unique to that brand. While in some cases the set of products is largely different for each brand, many products are sold under multiple brands. However, the site must customize the presentation to suit the requirements of each brand, such as site look-and-feel, overall flow, and product display pages. Another unique branding technique is in the marketing messages carried by the site. While in some cases a few enterprise messages may be shown by all brands, typically each brand has its own unique marketing strategy. For example, catalog upsells and cross-sells, promotions, and advertising are most likely unique to each brand. |
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