Building Brand Value

Building Brand Value

The term "brand" is often used in reference to a company logo affixed to a letterhead, product or service vehicle. That application tremendously understates the factors and value involved in building a brand. Unfortunately, the belief that a logo and a brand are the same is an all-too-common misconception. As distinctive as a logo can be, this visual badge will have little or no branding impact on its own. The truth is that poor customer service will destroy far more brand loyalty than a logo will ever create.

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