________ are short, three- to five-word phrases that capture the irrefutable essence or spirit of the brand positioning and ensure that the company's own employees understand what the brand represents

As a branding manager, you have recommended to your board of directors a corporate policy of

umbrella branding. What are the advantages that your company might gain from this? What will be an ideal response?

In Hershey Kisses candy, Hershey would be considered a branded variant

Indicate whether the statement is true or false