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part one launching a bold brand bold brands begin with great brand names but brands are much more than just names they are the some parts of a company and the customers relationship with the companys products or services when consumers form a relationship to a brand such as apple or ford uber or nike their relationship focuses not just on the actual product or service thats delivered but also on its quality and reliability as well as the consumers perception of what the business represents and how it operates brand names are at the core of a brands overall persona they have to be otherwise we couldnt easily tell friends about them ask store corks for them or search online for more information about them while brands help identify a business and its products or services the trademark is the legal protection that attaches to a brands name logo or other symbols to help customers differentiate that brand from its competitors brand names arent always registered trademarks but they s
