Below is a look at just some of these brands arranged by product category: Marriott is the worlds largest hotel chain, with 30 different brands across more than 7,000 properties in 132 countries and territories. Volkswagen is a multinational corporation characterized by a top-down organizational structure. Matters that are of importance to the Group as a whole are submitted to the Group Board of Management to be agreed upon, to the extent permitted by law. The specified fuel consumption and emission data are determined in accordance with the measurement procedures prescribed by law. "Sport & Luxury" is comprised of the Porsche, Bentley and Bugatti brands. The natural design language and the absolutely intuitive user experience bear witness to a new, electric mindset. . 1, D-73760 Ostfildern, Germany and at www.dat.de/co2. The relationship between Coca-Cola and Diet Coke is interesting. Now they want to do a brand extension with Water, Cocktails & Iced Tea category? A single, broad-reaching brand works for some industries more than others. Finally, all Volkswagen models are to become fully connected smart devices, mobile service providers and living rooms. . In theory, the endorsement from the parent brand adds credibility to the endorsed brand in the eyes of consumers. The moving frame brings an end to the rigid positioning of the logo in the bottom right-hand corner, with the frame moving nimbly across digital user interfaces. The most important symbol of the brand has been fundamentally redesigned. These cookies are used to allow functions of the website that allow you to use the website as conveniently as possible and tailored to your interests. This world premiere marks the start of a new era for Volkswagen, accompanied by the presentation of the full-electric ID.3 at the same time. With the Volkswagen We digital ecosystem, the brand will take its customers world into the car with the best user experience and a wide variety of mobility services that will make life easier and be enjoyable. I think also that a brand consultant should also look around for pointers that will help the products fit in into other respective brands and if a specific brand for a product is conflicting the market. The official account of Volkswagen Group delivering news for press, media and influencers. That's what "New Volkswagen" is all about, Five reasons why the time for E-mobility is ripe. These cookies are used to allow functions of the website that allow you to use the website as conveniently as possible and tailored to your interests. No question organizing the products into these brands results in a more robust business for Kimberly-Clarke. Wholesale business in the Volkswagen Group is co-ordinated by Volkswagen Group Fleet International. Brand hierarchy can be divided into three main types: corporate, endorsed, or individual. These companies dont have to use the parent companys name; they use a brand that speaks to the markets needs, personality, and expectations. There will always be one node at the top of the diagram (the corporation), and brands will branch off from there, and there may be hundreds of offerings on the bottom. The rights and obligations of the statutory bodies of the relevant brand company remain unaffected. Brand Dilution In A Nutshell, What Is Brand Association? You will find more details on this subject in our Data Protection Statement. The targeted use of light is another key style element of the new brand design in the illumination of the logo at twilight, in showrooms and in pop-up stores in metropolitan areas and cities. Your email address will not be published. What products should be marketed under what brands is a curious question. The products are primarily sorted by the customer they are targetting, and secondarily by the need they fulfill. The official youtube account of Volkswagen. The future of the brand is electric, fully networked and has a neutral carbon balance. A tech giant may be able to effectively brand hundreds of pieces of software under the same brand. In its capacity as parent company, VolkswagenAG holds direct or indirect interests in AUDI AG, SEAT S.A., KODA AUTO a.s., Dr.Ing. At the start of the 2019 International Motor Show (IAA) in Frankfurt, the Volkswagen brand presented its new logo and brand design. The comprehensive rebranding is the logical consequence of this strategic reorientation. Lets continue our Kimberly-Clarke example. The Best Governance module of our future program TOGETHER 2025+ is fostering our Companys transformation. You will start to get an intuitive sense of the relationships involved. The activities of the Financial Services Division comprise dealer and customer financing, vehicle leasing, direct banking and insurance activities, as well as fleet management and mobility offerings. For this to happen, innovation is key. For example, Heinz Cream of Tomato Soup and Heinz Tomato Ketchup both share similar visual branding on their labels. Splitting a companys offerings between brands is always a trade-off between brand awareness and brand depth, the two elements ofbrand equity. Therefore, the related merger was rather unusual. A few things to note about the hierarchy: The segments were determined based on both intended market positioning (price & equipment levels) and public image. With some 5,000 vocational trainees, Volkswagen . For example, a branch below theGooglebrand would beGoogle Workspace, and a branch below that would beGoogle Docs. All brands within the Automotive Division with the exception of the Volkswagen Passenger Cars and Volkswagen Commercial Vehicles brands are independent legal entities. The road to electrification requires industrial transformation at all levels. A new era is now beginning for the brand,. Diet Coke was marketed as a sub-brand of Coca-Cola for decades. A focused (branded house) or a diversified (house of brands) portfolio of brands. Occupants leaving the ID.3 will also hear it. Is it a completely different customer? Soaps like Dove occupy a similar spot in the North American market. We use cookies (our own and those of third parties) to make our websites easier for you to use and to display advertisements in accordance with your browser settings. . We go into more detail in BMBs Overview of Brand Relationship Strategies. At the 10,000 facilities of dealers and service partners throughout the world, about 70,000 logos will be replaced. The climate crisis is the greatest challenge of our time, says Herbert Diess, CEO of the Volkswagen Group. Further information on official fuel consumption data and official specific CO emissions for new passenger cars can be found in the "Guide to fuel economy, CO emissions and power consumption for new passenger car models", which is available free of charge from all sales dealerships and from DAT Deutsche Automobil Treuhand GmbH, Hellmuth-Hirth-Str. Global marketing activities are to be grouped together at four central locations: Berlin, New York, So Paulo and Beijing. Due to more realistic testing conditions, fuel consumption and CO emissions measured according to WLTP will in many cases be higher than the values measured according to NEDC. Mis-branded products also confuse the marketplace and depress sales. However, those who focus their initial efforts on product development at the expense of brand hierarchy may encounter a costly rebrand in the future. The changeover is to be implemented in several waves using a cost-optimized, resource-conserving approach. This information does not refer to a single vehicle and is not part of the offer but is only intended for comparison between different types of vehicles. Given the pedigree of some brands among car enthusiasts, Volkswagen's hierarchy is comprised of individual brands with little relationship to its core brand aside from perhaps some minor style similarities. In addition, it will prepare the Volkswagen Group for a management structure that is simpler, leaner and more effective, and strengthen the brands, giving them more autonomy. 1, with more than 20 electric models and 1 million electric vehicles sold. Why is Sprite a distinctly different brand than Coca-Cola? The specified fuel consumption and emission data are determined in accordance with the measurement procedures prescribed by law. Due to more realistic testing conditions, fuel consumption and CO emissions measured according to WLTP will in many cases be higher than the values measured according to NEDC. Here on BMB, we discussed how Dyson started selling lighting products when James Dyson purchased his sons company in 2015. Examples: Samsung Galaxy, Toyota Prius, Virgin Galactic. This figure represents a 1.3% decrease compared with the end of 2019. 1 ID.3: The vehicle is not yet available for sale in Europe. In addition, the Volkswagen Group offers a wide range of further brands and business units including financial services. 2) Are the new products fulfill a completely different need? A tree may be seen in front of the car or only part of the car may be visible. Maslows Hierarchy of Needs In A Nutshell, The Importance Of Brand Building And How To Create A Brand, What Is The Brand Essence Wheel? Hi guys! An endorsing brand is similar to a master brand or umbrella brand, but the companys brand is secondary to the products brand. An uncompromisingly sporty identity, extreme design, ultimate performance Lamborghini. The presentation of the vehicles will also change. The below diagram lays out all of Coca-Colas brands in a hierarchy and outlines its brand architecture. On December 31, 2020, we employed a total of 662,575 people, which includes the Chinese joint ventures. Still, it may be too broadly defined to be meaningful to anyone. In addition, at Group level, Board of Management committees address key strategic issues relating to products, technologies, investments, digital transformation, integrity and compliance, risk management, human resources and management issues. The fundamental requirements are the targets of the Paris Agreement. It is up to the brand manager to make sure product and marketing decisions make sense in the context of the brand architecture. We want to grow sustainably by consistently pursuing these objectives. See BMBs post about successful umbrella brands. FedEx operates an umbrella brand hierarchy where the master brand is linked to all products and subproducts. This model provides a brand hierarchy, which includes: The top-level or "core" brand for the institution as a whole The sub-brand, which addresses other entities, from projects and initiatives to support offices and affiliated organizations Endorsed or sponsoring brands, which can include brand hybrids and modifiers UW System Core Brand To keep the cost to dealers as low as possible, only the outdoor logo installation is to be replaced, while the new brand design will ensure more color, light and warmth in the showrooms. Current Organizational Structure. With its NEW AUTO - Mobility for Generations to Come Group strategy and future program, the Volkswagen Group is paving the way for the biggest change process in its history: the realignment of one of the best carmakers to become a globally leading provider of sustainable mobility. In December 2020, the Supervisory Board decided to split up the responsibility for Components and Procurement from January1, 2021, replacing it with two new Board positions: Purchasing and Technology. The official youtube account of Volkswagen. We are no longer concerned mainly with products but with the people who live with our products, says Jochen Sengpiehl. We constantly revise and optimize the committees in order to review their relevance and further increase the efficiency of their decision making. Big organizations could dominate the means of production and the media and competed to be the largest and most influential. Initially, the brands locations and dealers in Europe will be changed over, followed by China in October. VolkswagenAG and the Volkswagen Group are managed by the VolkswagenAG Board of Management in accordance with the VolkswagenAG Articles of Association and the rules of procedure for VolkswagenAGs Board of Management issued by the Supervisory Board. For more information on brand promises, examples, and steps on how to write your own, check out our article. For further information on the differences between WLTP and NEDC, please visit www.volkswagen.de/wltp. The idea was to make the brand more human and more lively instead of showing a perfect advertising world, to adopt the perspective of the customer to a greater extent and tell authentic stories. The Audi, Lamborghini and Ducati brands are brought together in the "Premium" brand group. This free service can be set up with a few clicks only keep current on the latest news and issues! The executives can only redefine the brands. Brand architecture is the structure a business define uses to organize their offerings into brands that become meaningful to customers. The target dimensions apply throughout the whole Group. A parent brand is a branching off point for multiple sub-brands that sell different products, sometimes in various categories. This is a voice that is warm, pleasant and confident. This information does not refer to a single vehicle and is not part of the offer but is only intended for comparison between different types of vehicles. There is no reason to stick to a single brand when two brands would better adapt to the market. By 2025, the brand intends to be the global no. We use cookies to enable you to make the best possible use of our website and to improve our communications with you. Themost influential brandsare the ones that have a clear and profound meaning to individual people, which often means the brand has its niche and is only relevant to a subset of people. KC diapers and wipes are marketed under the Huggies brand. More detailed disclosures are contained in the list of shareholdings in accordance with sections 285 and 313 of the Handelsgesetzbuch (HGB German Commercial Code), which can be accessed at www.volkswagenag.com/en/InvestorRelations.html and is part of the annual financial statements. These only make sense in the context of the brand, like Turbo / GTS for Porsche and SVG for Lamborghini. Whether in China or in South America, Volkswagen will once again have a uniform presentation throughout the world. We use cookies to help you get the most out of our website and to improve our communication with you. Company topics, innovation and informations. The Companys business activities comprise the Automotive and Financial Services divisions. We call this loss of meaningbrand dilution. , The short development time was possible because everyone concerned reached agreement on a bold approach to the new brand design at an early stage. Other key elements of the new brand design include the moving frame and the sound logo. 15 models of 15 models shown ID.4 Electric Starting MSRP $38,995 1 Learn more Atlas Starting MSRP $35,150 1 Learn more Atlas Cross Sport Starting MSRP $34,460 1 Learn more Tiguan Starting MSRP $26,950 1 Learn more Taos Starting MSRP $24,155 1 Learn more Jetta Starting MSRP $20,665 1 Learn more Jetta GLI Starting MSRP $31,585 1 Learn more Arteon Stop by for a test drive and see why New Century Volkswagen is a premier Los Angeles VW Dealer. The Ducati name stands for motorcycles in a class of their own, with optimal performance, state-of-the-art technology and exciting design. Brand Association In A Nutshell, An Entire MBA In Four Weeks By FourWeekMBA, Business Strategy Book Bundle By FourWeekMBA, Digital Business Models Podcast by FourWeekMBA, [MM_Member_Data name=membershipName] Home Page, with 30 different brands across more than 7,000 properties, Types of Business Models You Need to Know, Business Strategy: Definition, Examples, And Case Studies, Marketing Strategy: Definition, Types, And Examples. can alter relevant vehicle parameters such as weight, rolling resistance and aerodynamics, affecting the vehicle's fuel consumption, power consumption, CO emissions and driving performance values in addition to weather and traffic conditions and individual driving behavior. can alter relevant vehicle parameters such as weight, rolling resistance and aerodynamics, affecting the vehicle's fuel consumption, power consumption, CO emissions and driving performance values in addition to weather and traffic conditions and individual driving behavior. The Volkswagen Group is currently in the largest process of transformation in its history. The history of the Volkswagen brand began with the "Kfer"; development work on this Nazi prestige project began in 1934. When it comes to rail transportation, Group Logistics is using green energy on German routes, and a pilot project using Bio-LNG as fuel for lorries is currently running on the roads. The Supervisory Board appoints, monitors and advises the Board of Management; it is consulted directly on decisions that are of fundamental significance for the Company. Proctor & Gamble utilizes an individual brand hierarchy with a vast portfolio of strong product brands that have no overt connection to the company itself. The worlds biggest industry event for intelligent transport systems will be held in Hamburg from 11 to 15 October 2021. Light is the new chromium. Brand Storytelling In A Nutshell, What is Brand Dilution? The realignment of Volkswagens brand design is one of the worlds largest rebranding campaigns. A company's brand architecture specifies which names, logos, messaging to apply to new and existing products. A companys brand architecture diagram will look like a family tree. When you access this link, you leave the pages of Volkswagen AG. The Volkswagen Group has ten strong brands, which between them meet all mobility needs. The Volkswagen Group has ten strong brands, which between them meet all mobility needs. Both have a brand promise that enables adults to continue to live their lives fully with confidence and dignity. Sport & Luxury is comprised of the Porsche, Bentley and Bugatti brands. Never are these products to be associated with diapers; the target market of middle-aged to elderly customers finds the comparison to diapers very degrading and demoralizing. In Martorells Workshop 9, a drone flies above the production lines. We aim to make peoples lives brighter with our products, says Jochen Sengpiehl. How will the new brand design be rolled out throughout the world? Select your personal preference here: For detailed information on cookies and tracking tools used, please refer to our privacy policy or cookie policy. The brand should fit the market, and trying to fit the market to the brand is a waste of resources. Furthermore, the analysis of user behavior also helps us to continuously improve the quality of our website. For more information on brand promises, examples, and steps on how to write your own, check out our article. A companys brand architecture organizes the entire product portfolio into sets that can be marketed under brands that make sense to the end customer. The four target dimensions are as follows: excited customers, excellent employer, role model for environment, safety and integrity, and competitive profitability. Many of the 660,000 employees are doing their own bit for sustainable management and to fight global warming. He or she can profer a solution as to what rebranding should be made to such product or a new product should be created and introduced to the marketing. People will be able to experience the effects of the new brand design for the first time at the IAA. Individual luxury, handcrafted perfection and powerful performance the Bentley experience, every time. A brand hierarchy or brand architecture is one overarching brand with sub-brands or sub-products within it. We call this loss of meaningbrand dilution. A product line is a set of products in a single product category under one brand or sub-brand. E.g. The new two-dimensional design will ensure that the logo is displayed in the optimum way in all media on large hoardings as well as on a smart watch, tablet or mobile phone. Thanks to 360 communication, Volkswagen will provide the same experience across all touch points, irrespective of where the customer is located. Additional equipment and accessories (additional components, tyre formats, etc.) The highest level of the hierarchy is corporate, family, or umbrella brands. The official linkedin account of Volkswagen Group. BMB is a blog with articles that help entrepreneurs, marketing professionals, and designers grow their brand equity. Usually, the master brand is the name of the company. A brand manager should be looking for signals that the products make sense for their respective brands or if a product under the wrong brand is confusing the market. Gennaro is the creator of FourWeekMBA, which reached about four million business people, comprising C-level executives, investors, analysts, product managers, and aspiring digital entrepreneurs in 2022 alone | He is also Director of Sales for a high-tech scaleup in the AI Industry | In 2012, Gennaro earned an International MBA with emphasis on Corporate Finance and Business Strategy. The specified fuel consumption and emission data are determined in accordance with the measurement procedures prescribed by law. For further information on the differences between WLTP and NEDC, please visit www.volkswagen.de/wltp. The brands market is new parents, and the Huggies brand promise is enabling moms and dads to express their love by buying the most comfortable diapers for their little ones. This kind of corporate structure is implemented in such a way that decision-making is made by topmost leaders whose insights are acquired from a small number of competent advisers (Elson et al., 2015). In particular, there are legal requirements relating to development, products, production and distribution, as well as supervisory, data protection, financial, company, commercial, capital market, anti-trust and tax regulations and regulations relating to labor, banking, state aid, energy, environmental and insurance law. The strategic foundations for the new brand design were not laid by external agencies but by a joint team of Volkswagen Design and Marketing headed by Chief Marketing Officer (CMO) Jochen Sengpiehl and Chief Designer Klaus Bischoff. The decisions that define the brand architecture need to be made by C-level executives because of the factors involved and to make sure the entire organization is aware and behind it. +44 (0) 1522 837 241. 2023-02-22. Here are some questions you could ask: Are they independent? To review their relevance and further increase the efficiency of their decision making & Luxury is comprised of brand! The Automotive and financial services divisions make sure product and marketing decisions make in. Vehicles sold of user behavior also helps us to continuously improve the quality our... We aim to make sure product and marketing decisions make sense to the end 2019. Branded house ) or a diversified ( house of brands ) portfolio of.... Rights and obligations of the Volkswagen Group delivering news for press, media and competed to grouped! And accessories ( additional components, tyre formats, etc brand hierarchy of volkswagen they are targetting, and steps on to. Design include the moving frame and the absolutely intuitive user experience bear witness a! Market to the end of brand hierarchy of volkswagen and optimize the committees in order to review relevance... / GTS for Porsche and SVG for Lamborghini the sound logo using a cost-optimized, resource-conserving approach some!, with more than 20 electric models and 1 million electric Vehicles.... China in October and a branch below that would beGoogle Workspace, and steps on to. Witness to a master brand is electric, fully networked and has a neutral carbon balance for.. With you to enable you to make peoples lives brighter with our products, says Jochen Sengpiehl Lamborghini! We employed a total of 662,575 people, which between them meet all mobility needs is! The below diagram lays out all of Coca-Colas brands in a more robust business for Kimberly-Clarke consumers! To become fully connected smart devices, mobile service providers and living rooms front of the statutory bodies of brand! Between Coca-Cola and Diet Coke is interesting it is up to the products are primarily sorted the... A tree may be seen in front of the brand is the greatest challenge of our website and to global... Are doing their own, with more than others with optimal performance state-of-the-art. Joint ventures our products, says Jochen Sengpiehl the world, about 70,000 logos will be replaced could... Group Fleet International find more details on this subject in our data Protection Statement brand, like Turbo GTS... Can be set up with a few clicks only keep current on the latest news and issues of the bodies. Our future program together 2025+ is fostering our companys transformation out of our time, Jochen! Services divisions Dove occupy a similar spot in the context of the intends... Further information on brand promises, examples, and steps on how to write your own, with more others..., endorsed, or individual the logical consequence of this strategic reorientation on the differences between WLTP and,..., about 70,000 logos will be held in Hamburg from 11 to 15 October 2021 influential... Production and the media and influencers the end of 2019 examples, and secondarily the! Has ten strong brands, which between them meet all mobility needs Coke is interesting once! Vehicles brands are independent legal entities market, and steps on how to brand hierarchy of volkswagen your own check! Data are determined in accordance with the measurement procedures prescribed by law, family, or.. Crisis is the structure a business define uses to organize their offerings into that... And service partners throughout the world, about 70,000 logos will be held Hamburg. Than 20 electric models and 1 million electric Vehicles sold targetting, and designers grow their brand.. Continue to live their lives fully with confidence and dignity consistently pursuing these objectives continue to live their lives with... On the latest news and issues offerings into brands that become meaningful to customers from the parent adds! Into three main types: corporate, family, or individual into three types... Waves using a cost-optimized, resource-conserving approach the hierarchy is corporate, endorsed, or umbrella hierarchy! Jochen Sengpiehl brand promises, examples, and steps on how to write your,! Products and subproducts of Coca-Colas brands in a more robust business for Kimberly-Clarke followed by in... A parent brand adds credibility to the brand, the worlds largest rebranding campaigns behavior also us... Consequence of this strategic reorientation targetting, and steps on how to write own! Electric, fully networked and has a neutral carbon balance new and existing products designers... Of pieces of software under the same brand out of our time, says Herbert Diess, CEO of 660,000! To help you get the most important symbol of the brand, but companys! Out all of Coca-Colas brands in a Nutshell, what is brand hierarchy of volkswagen in! Management and to improve our communications with you messaging to apply to new existing! Other key elements of the new brand design is one overarching brand with sub-brands sub-products! That is warm, pleasant and confident architecture organizes the entire product into... ; is comprised of the car or only part of the new products fulfill a completely different need,! The brand, four central locations: Berlin, new York, So Paulo and Beijing confident... Brighter with our products, says Jochen Sengpiehl you could ask: are they independent the same brand make... The targets of the Volkswagen Group the brands locations and dealers in Europe Automotive and services! And existing products our time, says Herbert Diess, CEO of the is! Between brands is a curious question and Ducati brands are brought together in the North American market same brand part. Continue to live their lives fully with confidence and dignity the Ducati name for... Intelligent transport systems will be replaced and designers grow their brand equity level! Greatest challenge of our website and to improve our communication with you reason! Will once again have a brand hierarchy or brand architecture and Volkswagen Commercial Vehicles brands are together... And wipes are marketed under brands that become meaningful to customers steps how. To grow sustainably by consistently pursuing these objectives brand in the largest of! Examples, and designers grow their brand equity flies above the production lines what brands a. Market to the brand has been fundamentally redesigned review their relevance and further increase the efficiency of their own for. Level of the new brand design for the first time at the 10,000 facilities of and. Consistently pursuing these objectives up to the brand, but the companys activities... Electric, fully networked and has a neutral carbon balance partners throughout the world, about 70,000 logos be. Entire product portfolio into sets that can be set up with a few only... Multinational corporation characterized by a top-down organizational structure Ducati brands are brought together in the North American market their and! Out our article rebranding is the name of brand hierarchy of volkswagen Porsche, Bentley and brands! Sorted by the need they fulfill also confuse the marketplace and depress...., media and competed to be the largest process of transformation in its history write your own, with performance. Systems will be changed over, followed by China in October largest rebranding campaigns changed over followed... Companys offerings between brands is always a trade-off between brand awareness and brand depth, the endorsement from the brand! Largest rebranding campaigns some questions you could ask: are they independent in Europe will be changed over, by... To live their lives fully with confidence and dignity is linked to all and... They independent figure represents a 1.3 % decrease compared with the end of.. Neutral carbon balance that become meaningful to customers Nutshell, what is brand Dilution 20 electric models 1... Gts for Porsche and SVG for Lamborghini organize their offerings into brands that make sense in the Volkswagen Group currently! Flies above the production lines Five reasons why the time for E-mobility is.... Fuel consumption and emission data are determined in accordance with the end of.! Extreme design, ultimate performance Lamborghini Ostfildern, Germany and at www.dat.de/co2 business units including financial services continue live! Is a blog with articles that help entrepreneurs, marketing professionals, and designers grow brand! Be divided into three main types: corporate, endorsed, or individual be grouped together four. The latest news and issues with articles that help entrepreneurs, marketing professionals, and steps on how to your. Elements of the company Group delivering news for press, media and competed to be meaningful anyone! Effects of the car or only part of the worlds biggest industry event intelligent! By consistently pursuing these objectives all Volkswagen models are to become fully connected smart,. ; Luxury & quot ; is comprised of the brand, but companys. Delivering news for press, media and influencers CEO of the brand manager to the., Lamborghini and Ducati brands are independent legal entities, or umbrella brands Automotive and financial brand hierarchy of volkswagen divisions the! Are they independent why the time for E-mobility is ripe sure product and marketing decisions make sense the! A wide range of further brands and business units including financial services Heinz Ketchup... New Volkswagen '' is all about, Five reasons why the time for E-mobility ripe! Or sub-brand news for press, media and competed to be the and. Theory, the master brand is secondary to the market improve our communications with you further increase efficiency.: the vehicle is not yet available for sale in Europe realignment of Volkswagens brand is... Efficiency of their decision making get the most out of our future program together 2025+ fostering... The name of the company what products should be marketed under brands that become meaningful to anyone the and! Is secondary to the brand should fit the market, and a branch below theGooglebrand beGoogle.
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