How Solid Is Your Brand?

Our columnist details the six key characteristics a well-positioned brand needs to possess

It's hard to read a business book or magazine these days without some mention of branding. It's a hot topic, and there are about as many definitions of branding as there are people claiming to be experts. Yet although the words may be different, every definition boils down to essentially the same thing: A brand is what represents a company, product, and/or service in the marketplace. It's a shortcut that enables prospective customers to understand more rapidly and readily trust what you're selling.

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