The impact of branding:

To understand the scope and impact of branding, it is important to understand that a brand is the result of a collection of impressions or perceptions provided through a number of different contact points.

This is particularly true in the positive – it takes many impressions to cement a positive perception of a company and its brand into the mind of the audience. However it can take just one negative impression or unpleasant experience to weaken or unravel the same brand.

On the other hand, a consumer with strong brand loyalty will often accept a negative experience as an abnormality, provided that it is a once-off occurrence and is never repeated.

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