▁negative ▁con not ations ▁associated ▁with ▁it , ▁it ▁can ▁only ▁lead ▁to ▁decre ased ▁profit ability ▁and ▁possibly ▁complete ▁corpor ate ▁failure . ▁ ▁D iffer enti ation ▁from ▁compet itors ▁Comp an ies ▁differenti ate ▁themselves ▁from ▁compet itors ▁by ▁incorpor ating ▁practices ▁from ▁changing ▁their ▁logo ▁to ▁going ▁green . ▁D iffer enti ation ▁from ▁compet itors ▁is ▁important ▁in ▁order ▁to ▁attract ▁more ▁customers ▁and ▁an ▁effective ▁way ▁to ▁draw ▁in ▁more ▁des irable ▁employees . ▁The ▁need ▁to ▁differenti ate ▁is ▁especially ▁pre val ent ▁in ▁s atur ated ▁mark ets ▁such ▁as ▁the ▁financial ▁services ▁industry . ▁The ▁factor ▁and ▁importance ▁of ▁different iation ▁are ▁covered ▁in ▁the ▁author itative ▁best s eller , ▁Brand ▁Inter vention ▁by ▁re brand ing ▁expert ▁David ▁B rier . ▁ ▁El im ination ▁of ▁a ▁negative ▁image ▁Organ is ations ▁may ▁re brand ▁intention ally ▁to ▁shed ▁negative ▁images ▁of ▁the ▁past . ▁Research ▁suggests ▁that ▁" con c ern ▁over ▁external ▁per ception s ▁of ▁the ▁organisation ▁and ▁its ▁activities " ▁can ▁function ▁as ▁a ▁major ▁driver ▁in ▁re brand ing ▁exer cis es . ▁ ▁In ▁a ▁corpor ate ▁context , ▁man agers ▁can ▁util ize ▁re brand ing ▁as ▁an ▁effective ▁market ing ▁strategy ▁to ▁hide ▁mal p ract ices ▁and ▁avoid ▁or ▁shed ▁negative ▁con not ations ▁and ▁decre ased ▁profit ability . ▁Corpor ations ▁such ▁as ▁Philip ▁Morris ▁USA , ▁Black water ▁and ▁A IG ▁re brand ed ▁in ▁order ▁to ▁shed ▁negative ▁images .