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Brand over matter: how brand appeal equals success

The tenth annual BrandZ Top 100 Most Valuable Global Brands study highlights the importance of a strong brand image

Although cars are becoming safer with increasingly sophisticated technologies and software offerings, defects and faults are still bound to occur. But despite recalls and the resultant perceived loss of brand trust laid out by the media, a highly regarded brand experience by customers may in fact be the key to a successful brand.

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