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There is no one definition that actually captures the essence of brand building in its entirety. Many people think that brand building is all about communicating and exposing your brand. That is just one side of it. I see it is a process of creating value to consumers. It encompasses all things that consumers know, feel, and experience about your business in its entirety. It's always like that for me base on the experience I've learnt from various products. Think of Nike, Ford, or Sony and several others.
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