BRANDING HAS BECOME one of the buzzwords of modern marketing, and for good reason. A brand is much more than a name: It's an identity that reflects the look, the personality, the consistency, and every other aspect of an organization.

Companies that achieve brand recognition — think Sony Electronics, Southwest Airlines, Ritz-Carlton Hotels — can create amazing customer loyalty. When I purchased a television recently, I wanted a Sony because the brand name led me to think the TV

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