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":"95796a1bf983d24c97b59eac4f02c82f","s":"f52bd8dd6c56464c"}