"Obviously, employers don't want to miss out on any chance to keep their hat in the ring and keep their brand and its reputation on the minds of MBA students, " he said.

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An identifying serial number engraved onto the metal ring, which has the brand's logo on it, allows the yarn in the shawl to be traced back to the batch it originally came from.

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If Target is any guide, it is possible to ring the changes to suit different demographic groups and urban mixes without diluting the brand.

ECONOMIST: Merger at the mall | The