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How to Protect Your Brand

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How do you get consumers excited about your brand and earn their loyalty? You have to make your brand irresistible, and it needs to be unique, authentic and talkable. You must know how to keep up your brand’s strength and fulfill its promises. Ultimately, it is up to every employee to build, protect and represent your brand. This issue of Executive Edge examines these elements of your brand in light of future value. By increasing awareness ofwhat can impact the effectiveness of your brand, you can become more tuned in to how to protect your brand.

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