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1. What are your views regarding the Sundsvall brand name for vodka as described in the Marcom Challenge? 2. SUVs have names such as the Ford Explorer, Chevy Blazer, Mercury Mountaineer, Lincoln Navigator, Subaru Forester, Mazda Navajo, Infinity QX-4, Honda Passport, Jeep Wrangler, Dodge Dakota, Olds , and so on. Several years ago the Ford Motor Company purchased the Volvo Motor Company of Sweden. Assume that Ford executives decide to add an upscale Volvo SUV to their expanded product line. What would you name this new vehicle? What is your rationale for this name?

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