Question

Which of the following statements is incorrect regarding the process of building a company's brand, particularly for young firms?
a. A firm's name, logo, Web site design, and even its letterhead are part of its brand.
b. One of the keys to effective branding is to create a strong personality for a firm.
c. Some companies monitor the integrity of their brands through brand management.
d. Startups must build a brand from scratch, which starts with selecting the company's name.
e. Most experts recommend a heavy reliance on advertising in building a firm's brand.

Answer 1

Answer: e. Most experts recommend a heavy reliance on advertising in building a firm's brand.

Explanation:

There are many ways to build a brand and while advertising is one of them, it is not the major one and experts would not recommend that a heavy reliance is placed on it.

Rather a brand can be built by instituting a robust brand management system to ensure that the brand grows through actions that show integrity and personality that will attract people to the brand regardless of if it is being advertised or not.