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Understanding a brand
Brands are a promise you make to your customer. It’s a promise based on what they expect to receive when they hear or see your name. Historically, brands were primarily symbols used to identify products and services; today, brands carry more meaning. The Concur brand is the relationship between us, our stakeholders and the public. Like any relationship, it is based on every interaction.
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This is a practical book. It shows you how to use our new logo, what we want to achieve through photography, and how
to use design to maximize our impact.
It gives you typographic details, colour palettes and advice on choice of images. It provides the tools to create something strong and distinctive, in a clearly marked family of Christian Aid communications.
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A brand is the symbolic embodiment of all the information connected with a product or service. A brand typically includes a name, logo, and other visual elements such as images, fonts, color schemes and symbols.
It also encompasses the set of expectations associated with a product or service which typically arise in the minds of people. Such people include employees of the brand owner, people involved with distribution, sale or supply of the product or service, and ultimately consumers.
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ENERGY STAR is more than a label awarded for energy efficiency. It is a partnership among government, business, and consumers, united in the pursuit of a common goal—to protect our environment for future generations.
The ENERGY STAR program has been a resounding success over the last decade. Americans have purchased more than 1 billion ENERGY STAR qualified products and thousands of buildings have been improved. More than 7,000 businesses and organizations have become partners, and more than 40% of the American public recognizes the ENERGY STAR.
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