U.S. GAAP requires the immediate write-off of goodwill at purchase

When change is necessary, marketers should vigorously preserve and defend sources of brand equity

Indicate whether the statement is true or false

A structured approach to assessing the sources and outcomes of brand equity and the manner in which marketing activities create the financial worth of the brand is called ________

A) the brand value chain B) the brand portfolio C) the brand life cycle D) brand partitioning E) brand positioning