By Sergi González, Brand Integrity Expert.
Protecting your brand is essential in order to preserve the image and the economic health of your business. Brand Integrity policies avoid, prevent and mitigate the damage that the illicit market causes to Companies.
The brand is the commercial identification of a product or service, and goes far beyond the product or the service itself, as it includes a psychological, symbolic and expectation aspect which the consumer associates with, and wants to obtain when buying a product. This requires that the brand to stand out above all others, becoming the first barrier to potential competitors.
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