Which of the following statements is true about the naming strategies for products sold in the global market?
a. A one-brand-name strategy is useful when a company markets mainly one product.
b. An advantage of using different brand names in different markets is greater identification of the product from market to market.
c. A one-brand-name strategy reduces the ease of coordinating promotion from market to market.
d. A disadvantage of using different brand names in different markets is that it does not support localization.
ANSWER: a
A one-brand-name strategy is useful when a company markets mainly one product and the brand name does not have negative connotations in any local market. The advantages of a one-brand-name strategy are greater identification of the product from market to market and ease of coordinating promotion from market to market.
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