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.
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","iv":"0f808ba964b80790a6772beccebe55f0","s":"0bcfe9ab548676e6"}