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TOPIC: Brand Managment

Is there a difference between "brand" and "branding"?
Chuck Lusignan, Brand Managment expert responds:

Although the words are sometimes used interchangeably, there is a difference. Brand is a customer's "gut feeling" about your company, service, or product. It's based on a simple, differentiating, and relevant promise that creates mental associations "positioned" in your customers head. Brand is not what YOU say it is. Brand is what THEY say it is. But YOU can influence it—through branding, the process of creating a lasting value by positively influencing and reinforcing your brand. Branding is the visible and invisible "stuff" that sends your message to the marketplace.

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