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":"153826c0ec2b1eb7b07c42bb643db0f2","s":"e51d6db829e007e5"}