Branding your brand. A brand is a message based upon a promise and expectations of the product/service and overall company. The message is developed and distributed via various channels for consumers to receive and react. As consumers encounter, experience the product/service and develop a relationship they begin to influence the brand. Not every relationship will be positive as not believing the message in the initial encounter (think Taco Bell Drive Thru Diet Menu) or not being satisfied when interacting and experiencing leads to negative feelings which affects their overall brand image.
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