Brands Can Be Extremely Valuable Domestically, but Challenging Internationally

question 51

Multiple Choice

Brands can be extremely valuable domestically, but challenging internationally. Companies can help to overcome language difficulties in using brands by

• A) keeping the brand name the same in all languages, regardless of meanings, as long as the brand logo and symbol are displayed prominently.
• B) avoiding the use of the brand name in advertising and focusing on feature and benefits.
• C) translating advertising copy for the entire ad except the brand name.
• D) developing brand names that are meaningless in known languages.
• E) adhering to the UN Convention on Naming Rights.