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Many big time companies need to use branding, or otherwise it will be very hard to "stay afloat".
Branding in today's business world is almost a necessity, but branding can also work negatively on your company. You must market you business in a positive way, so that when customers see your slogan or your logo, they will think great things of your company instead of negative things. Managing your brand is also a very important aspect of branding. You cannot simply throw out a brand into the world and expect it to keep making money for your company, you must maintain it and update it, change with the culture and adjust to a culture...
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