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Branding Strategy Insider.

"How can branding be helpful? It can:
• Clarify or highlight a product’s or organization’s most distinctive advantage(s).
• Rally employees around the organization’s mission or vision.
• Improve an organization’s profitability, market share or market value.
• Create relationships with customers.
• Make promises to or covenants with customers.
• Overlay an attractive personality on an organization or its products and services.
• Entertain customers.
• Make an organization or its products or services more likeable.
• Simplify customer choice.
• Help create healthy relationships with and the loyalty of customers."