Compared to Creating and Developing a Brand from Scratch, a Firm

question 91

Multiple Choice

Compared to creating and developing a brand from scratch, a firm sometimes buys a brand from another company at a premium price because outright purchase is

• A) more challenging strategically.
• B) less time consuming.
• C) less risky.
• D) less expensive.
• E) less expensive and less risky.

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Definitions:

Mental Set

The tendency for people to persist in using problem-solving patterns that have worked for them in the past.

Brainstorming

A group creativity technique designed to generate a large number of ideas for the solution of a problem.

Concepts

Ideas that represent a class or category of objects, events, or activities.

Mental Categories

Conceptual classifications or groupings of objects, events, or individuals based on common features or properties.