The Elements of Company Branding

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A company's brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer's decision to buy a product or service. The brand is created and maintained through advertising and public relations. It may include a formal name, logo design, slogan (sales pitch), distinctive design of products or services. Brand equity can be measured as the difference between the price premium that consumers are willing to pay for a product or service versus its competitors.
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