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Creating a Brand: Cultivating Associations and Perceptions
Brand is not a tangible thing, but an association between known and unknown entities/nA brand is like a bouquet of flowers, with individual intangible ideas that define it/nMaintaining brand and reputation is difficult due to others wanting to associate with it/nEven one negative aspect can significantly change the perception of a brand/nCreating a brand involves deliberately cultivating associations with desired attributes/nContent creation is a repetitive and demanding process in scaling a brand