- Definition: Brand
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A brand is the most valuable real-estate in the world, a corner of the consumer's mind and a collection of perceptions in the mind of the consumer. Branding is the process of identifying and authenticating a product or service. It delivers a pledge of satisfaction and quality. Branding allows a company to differentiate themselves from the competition and, in the process, to bond with their customers to create loyalty. So a position is created in the marketplace that is much more difficult for the competition to poach. A satisfied customer may leave. But a loyal one is much less likely to.
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- The Expertise Imperative and Compliance Technology
- Access to a diverse array of specialized expert inputs drives superior decisions in every organizational context: within corporations, by investors and consultancies, and within nonprofits. When decision makers are confident of their decision inputs, they can respond more quickly and creatively to challenges and opportunities.
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