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.
{"ct":"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","iv":"9c158045107d5b0a4d5a816d5c954c1f","s":"7144a73c46c1d7ba"}