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Ruling of the Week / Something Fishy

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Did you ever see a marlin or other game fish proudly displayed as a mounted trophy and wonder exactly how one goes from landing the fish to hanging it over the mantel? I have always assumed that some portion of that trophy is the actual fish that was murdered caught through the skill and patience of the angler. I pictured a taxidermy shop where meat and entrails were scooped out and skin carefully laid over some sort of interior structure. This was, in my mind at least, a gruesome art form. It turns out that in at least one case, modern anglers do not rely on the real fish at all for their mounted trophies. Apparently, a mounted fish trophy can now be made based entirely on the recollection of the one that got away (or was released). Don't get me wrong, in an era of over fishing and increasing sensitivity to the needless destruction of animal life, this makes perfect sense. Why kill the fish when you can have a replica made and mounted? For our purposes, the question is whether the...
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Brand Update : Sunfeast Brand Architecture

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Launched in 2003, Sunfeast has come a long way. The brand has become an umbrella brand endorsing a wide range of biscuit and other products from the ITC stable. It is interesting to see the brand architecture of Sunfeast. Brand Architecture refers to the strategy in which the company decides on how to use the brand elements and how these elements are shared across products. So Sunfeast's brand architecture refers to the strategy on the usage of Sunfeast brand elements across various products. ITC has used Sunfeast as an Umbrella ( Family ) brand name for biscuit and snack products from its stable. Sunfeast endorses the following products - biscuits, noodles and pasta.  Within each category, the brand architecture of Sunfeast is interesting. According to the brand's website, ITC has divided the biscuits into four sub-categories - Cookies, Cream based biscuits and  Light and Fun biscuits and Healthy biscuits. In the brand architecture , the company has used sub-brands for variou...
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Ruling of the Week and the yearly

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One of the things I find interesting about my job as that I have the opportunity to learn about all sorts of products that I might not ever see in my real life. One such product is the avalanche airbag. It never occurred to me that such a thing existed, but as soon as I read the words "avalanche" and "airbag" together, the concept made perfect sense. This is the item in question: It is designed to keep the wearer "afloat" in the event of an avalanche. More information about the product is . Basically, it is a backpack that incorporates a sturdy balloon and an electrically powered fan to inflate it. Once inflated, the balloon prevents the wearer from being buried in snow. In Customs was asked to classify this airbag enhanced backpack. My first thought was, "Oh no, this is going in Heading 4202 as a backpack." To me, that seems to undervalue the safety features. Moreover, none of the exemplars in 4202 have safety features. But, that is a straw man ...
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