A company’s brand describes how people perceive the company; it describes what
they remember, feel, and believe to be true when they think about a company. It
might include tangible items, such as the symbols they remember, color schemes,
or a memorable slogan or spokesperson. The brand also incorporates intangibles,
such as a general sense of how they feel about the company, general characteristics
or traits, and a company’s societal influence.
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