Which of the Following Is a Primary Factor Specific to Services

question 173

Multiple Choice

Which of the following is a primary factor specific to services in choosing a brand name?

• A)The service brand is usually the same as the company name so it must be flexible enough to fit several services.
• B)The name must convey an image of great customer service because this is more important for services than for goods.
• C)The name should be distinctive and set the company apart from potential competitors.
• D)Shortness and conciseness are extremely important when choosing brand names for services so that they can easily be remembered.
• E)Service brands are much more difficult to protect legally, so marketers must focus on creating brands with made-up words or a combination of letters and numbers.

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