Answer the following true or false question using the article below:

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Base your answers on the following paper: The Risky Side Of Brand Equity: HOW BRANDS REDUCE CAPITAL COSTS Lopo L. Rego, Matthew T. Billett and Neil A. Morgan

1. Brand equity concerns the value added to a product or service by its association with a brand name and/or a symbol. The value of a brands equity results from value that the brand delivers to consumers. Factors that can damage brand equity should be not be addressed in companies risk management strategy since these factors are random.

True or false

2.Creditors are exposed to the risk that a firm does not generate sufficient cash flows to service its debt and access capital markets for new funds.

True or false

3.Consumer-based brand equity can lower a firms systematic risk by increasing customer commitment and brand loyalty. This will help the firm retain customers even during slow economic growth or recessions.

True or false

4.Building brand equity results in higher firm value because it builds customer loyalty and reduces the firms risk.

True or false

5.Successfully investing in building brand equity can reduce a firms risk which will lead to a lower cost of capital. A lower cost of capital will boost the firms value.

True or false

6.If managers forecast a recession is likely then they should cut costs by reducing investments in building brand equity since during recession customers are going to cut back on expenditures.

True or false