The perception of a brand tends to be splintered, with customers, employees, investors and influencers all holding differing views that can end up muddling a brand's image, according to a report from Boston Consulting Group.
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","iv":"f37c7b0f7c9ae84c2f3b520e11c49d02","s":"06fe2a9e552bbdd7"}