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Companies are creating their markets through brand building by managing and monitoring the elements of the brand, marketing and delivering the message of the brand communication. In this way they are attracting clients to buy their products and are also creating loyal customers who buy fanatically their products rather than buying from the competition.

The brand is really important due to the fact that it can play an integral role in driving short term revenue gains as well as long term value. Companies that build their brand with their consumers in mind have the best prospects for growth.

As I’ve stated before in branding related articles, the brand is not represented just by the logo. The logo is an important element of the brand expression, but not the whole branding concept; instead, look at the logo as the brand signature, a visual demonstration of the brand in communication.