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Brand development is the process of increasing your brand's equity through advertising campaigns and promotions. Brand equity is the power that your brand can gain from the good vibe and name recognition that you generate over time, which typically translates to more sales and increased profit. 
Your brand’s image is derived from not only who people perceive you to be, but who you are and who you want to be. Your brand’s image will define who you are, how you operate and how your company is different from your competitors! You must carefully develop your your brand and continue to build upon this in order to sustain your brand's equity.