Dune London - Brand Communications Guidelines

MARKETING MANUAL • MARKETING MANAGEMENT

Marketing Management

Marketing Channels As a global brand with a recognized trademark, it is imperative that the equity and reputation of the Dune London brand is protected in every territory, at all times and across all marketing communications channels. Dune London should be promoted through relevant, appropriate channels which reflect the brand’s positioning within the footwear and accessories retail sector of each market. Dune Marketing must be consulted before adopting any marketing channels or creative that are not provided for by the brand or covered in brand guidelines. Marketing Resource The Franchisee is required to appoint responsibility for all marketing activity to a dedicated Marketing Manager, in-house or agency Marketing team, or to the Brand Manager as an essential part of their role. The Marketing Manager or team must communicate regularly with Dune Marketing to collaboratively plan and execute all local marketing activity. The Franchisee is also expected to have access to a local graphic design resource to produce artwork to a professional standard and in line with brand guidelines. Marketing Budget On a quarterly basis, or as requested, the Franchisee is required to submit an annual Marketing Budget using the template provided by Dune Marketing. All Franchise partners are responsible for ensuring local marketing spend is in line with agreed contract minimums. Evidence of expenditure may be requested ad hoc to corroborate budget reports. Note that Retail Operations costs, including permits, staff uniform, store consumables and music, cannot be included within the contractual Marketing spend.

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