As commonly defined in our industry, branding is the process of creating a feeling, attitude or perception in a person towars a product or company.

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Whatever her personal attitude to Liverpool, the perception that the Conservatives are hostile to the city remains, according to Prof Tonge.

BBC: Why Liverpool never loved Margaret Thatcher

"We are aware that a lack of communications... led to the perception Apple's attitude was arrogant and that we do not care and attach importance to consumer feedback, " Mr Cook wrote.

BBC: Apple's Tim Cook says 'I'm sorry' to Chinese customers

Xinhua news agency, China Daily, Global Times and other state mouthpieces see Apple boss Tim Cook's apology for any misunderstandings that had led to the perception that Apple's attitude was arrogant in its dealings with Chinese consumers as better late than never and call for an end to "double standards" and privileges for foreign companies in China.

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