A one-brand-name strategy is useful when the marketer wants the brand to appear to be a local brand, or when regulations require localization
Indicate whether the statement is true or false
a. True
b. False
ANSWER: False
Different brand names in different markets, or local brand names, are often used when translation or pronunciation problems occur, when the marketer wants the brand to appear to be a local brand, or when the regulations require localization. A one-brand-name strategy is useful when the company markets mainly one product and the brand name does not have negative connotations in any local market.
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If a company wanted to make sure an integrated approach is used in marketing communications, then the best approach would be to:
A) hire a full-service agency B) use a boutique agency C) use a media service company to buy media time, but do the creative with freelancers D) utilize different companies for each aspect of the advertising campaign
E-commerce is a key part of many business-to-business operations
Indicate whether the statement is true or false