Which of These Statements Regarding Service Branding Is Most Accurate

question 134

Multiple Choice

Which of these statements regarding service branding is most accurate?

• A) New services cannot be patented.
• B) Because services are intangible and more difficult to describe, brand names and logos are of critical importance.
• C) Service providers must include the word service in all their brand names.
• D) Service firms without a brand reputation find it easy to introduce new services.
• E) All service logos and brands must be designated with the "SM" symbol.

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Definitions:

Internet Service Provider

A company that provides customers with access to the Internet, often offering additional related services such as web hosting and email.

Two-Step Model

A theory in communication suggesting that information from the media moves in two distinct stages – first to opinion leaders, who then pass it on to a wider population.

Communication

The process of exchanging information, ideas, thoughts, feelings, and messages through spoken or written words, visual symbols, or nonverbal cues.

Cultural Studies

Refer to popular interdisciplinary areas of research. In research on the mass media, these studies focus not just on the cultural meanings producers try to transmit but also on the way audiences filter and interpret mass media messages in the context of their own interests, experiences, and values.