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What was the response of some of the company members to the new branding program in 1991?

 
The members welcomed such a campaign.
They greeted the program with positivity as well as criticism.
They argued that the results of the campaign will not be commensurate with the expenses.
They said that the branding of products was more important that the research and development.

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I do not get it , which answer is correct then if d is incorrect