By contrast, J-Dog is a brand-new business that just got licensed to sell franchises in May.

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The brand also offers Arf, a dog-friendly programme, and Splash, an indoor or outdoor pool depending on the location.

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There is no national brand awareness or consumer recognition of J-Dog.

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Until now, a company could camouflage a dog behind its good products and a strong brand.

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For instance, Rapaille says DaimlerChrysler's use of a dog in a recent print ad came out of a brand study by Archetype.

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