What is a brand?
It is a company’s most valuable intangible asset, often transcending the equity of tangibles, such as real estate, financial holdings or products. The brand embodies the organization’s personality. A strong brand enables an organization to forge alliances, expand into new opportunities, weather difficulties, and generate loyalty with both partners and employees. It’s the big idea.
Your brand is what other people say about you when you're not in the room.
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