The first brands that may come to mind are probably consumer brands, but companies that sell directly to other companies also have brands. The point is, companies have brands where it counts, with their customers. This is true regardless of whether the customers are consumers, companies, governments, or anything else. These brands, especially consumer-oriented brands, are rather fragile. It takes more effort and time to build a brand than to destroy the value created.
Brands are intangible, but rank among the most valuable assets a company can create.
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