Your brand reflects your corporate reputation and makes a promise to current and potential customers that persuades them to choose your products and services.

Match or exceed those expectations and you have satisfied customers, strong repeat purchases, brand advocacy and a growing business. Fall short and you have the opposite – dissatisfaction, churn, poor reputation and lost business.

This is why brands are often considered to be an organisation’s most valuable asset.

Copyright 2012 Ellis Foster McVeigh

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