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I have developed an acronym that is useful in helping us better understand and examine the subject of a brand. A BRAND can be considered the Barometer reading of one's Reputation, Attributes, Name and Distinctiveness. This means it is the "barometer" or measurement of your "reputation" (what your organization stands for); your "attributes" (the characteristics others use when describing you); your "name" (which suggests something good, bad or indifferent when a person hears it); and your "distinctiveness" (what makes you different/unique?).
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- Ryan T. Sauers
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