The brand, this communicator's diamond

How is the representation of a brand by the public constructed? The public's perception of a brand is built by sedimentation: from communication to communication, from expression to expression. Whether it concerns customer, financial, institutional advertising, sponsorship, patronage, recruitment or press relations, all communication actions have one thing in common: they are at the service of the brand. This brand is unique, but it has multiple facets depending on whether it speaks: Image for all its audiences, Products for consumers, Career for candidates, Results and strategy for shareholders, analysts, financial journalists, Values ​​and goals for society. These levels of communication are not concurrent, but complementary: each type of communication has a role to play; in synergy and consistency with others since the perception of a brand by its audiences is not the result of an action or a communication discipline.…

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