• A Distinctive Identity
  • Cover Story

    A Distinctive Identity

    What is a brand, and why is it important? A brand is a way, a company, organization, or individual is perceived by those who experience it. More than simply a name, term, design, or symbol, a brand is the recognizable feeling a product or business evokes. Looking out into the world today, it's easy to see why brands are more important now than at any time in the past 100 years. Brands are psychology and science brought together as a promise mark as opposed to a trademark. Products have life cycles, but brands outlive products. Brands convey a uniform quality, credibility and experience. The value of a brand in the current era is so high that companies nowadays have started putting their brand value on their balance sheet. The key cutter to clutter of choices, branding holds the...

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