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Killing Brands Successfully - by Kirti Sharma * Part - II Any brand is clearly more than just its name. Brands are the values, beliefs, and service experiences that underpin them. When put this way, it is easy to see how customer service is a brand in action. Today branding is viewed as interactive communication. It is a dynamic exchange between humans within a defined space that captures, and reflects, the attitudes of the brand. It reinforces, even magnifies, the brand in the hearts and minds of the consumer.
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