Which of the Following Statements About 'Building the Brand' Is

question 18

Multiple Choice

Which of the following statements about 'building the brand' is false?

• A) Every communication program should be seen as a brand-building opportunity
• B) Brand building is the process of creating that personality or set of association for the brand
• C) In business markets, brands tend to be built upon experience and long-run consistency, more than clever advertising and a single campaign
• D) Brands can be built upon clever advertising and campaigns in business markets rather than experience and consistency
• E) The brand not only serves as an information processing heuristic for buyers, it can serve as a safeguard in the exchange, the seller's pledge to be honored

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