What distinguishes the brand from the image?


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The lectures on competitiveness ignited the debate that the brand is not the image, and the image is not a brand. Why?
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Brand (Engl.brand [brænd] — Marc) is a term in marketing, symbolizing complex information about company, product or service. There are two approaches to the definition of a brand:
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  1. mission and also individual attributes: the name, logo and other visual elements (fonts, designs, color schemes and symbols) in order to distinguish the company or product in comparison with competitors;
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  3. image, image, reputation, product or service in the eyes of customers, partners, and the public.
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