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than Starbucks'. So contradictory was this claim to the two companies' reputations for this demographic group that the colleagues refused to put the matter to a taste test. 5. Extensions. With a well-established brand, you can spread the respect you've earned to a related new product, service or location and more easily win acceptance of the newcomer. For instance, when a winery with a good reputation starts up regional winery tours, then adds foreign ones, each business introduction benefits from the positive perceptions already in place. 6. Greater company equity. Making your company into a brand usually means that you can get more money for the company when you decide to sell it. A Coca-Cola executive once said that if all the company's facilities and inventory vanished all around the world, he could walk into any bank and take out a loan based only on the right to the Coca-Cola name and formula. 7. Lower marketing expenses. Although you must invest money to create a...
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