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":"bbc4276e973863e06f2a65ffbd16e706","s":"3751513e28dc610c"}