As the author mentioned that the brand is esssential for a company, enven a state and a country. In my point of view, a brand has two parts, one is tangible, for example, people can see a product's brand is an image, words, an audio and so on. This means when people see, hear, smell the features they can recognise what brand of product is. Next, intangibel feature, a brand's intangible features like creditability and reputations stand for how people think about your brand. Like author's wordes, a brand is a face of a company, a state even a country. Therefore, no matter how good or brand the brand is, but firstly branding it.
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