What is
What are
Brand
?
'Brand' is the perception and lasting impression stakeholders have of an entity. For organizations, this includes the sum total of all the touchpoints experiences—its products, services, communications, and environments—and how those touchpoints are experienced, perceived, and remembered.
Brand is expressed internally as culture and the employee experience and externally through the touchpoints that create a holistic customer experience.
Why is it important?
Why are they important?
By understanding a brand through the eyes of an organization's stakeholders, a company can more easily identify where it's successfully delivering on (or falling short of) stakeholder expectations. Brand helps organizations develop relevant strategies, provide more consistent experiences, and drive loyalty amongst customers, partners, and employees.
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