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

Question

Quizplus · Accepted Answer

The statement that brands can be built upon clever advertising and campaigns in business markets rather than experience and consistency is false. In business markets, brands tend to be built upon experience and long-run consistency, more than clever advertising and a single campaign.

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