Question: Which statement is incorrect? A. A brand is an identity created and controlled by its owner for commercial gain and sale to consumers. B. A

Which statement is incorrect?

  • A. A brand is an identity created and controlled by its owner for commercial gain and sale to consumers.

  • B. A strong brand can protect a company against intensifying price competition and help to protect its reputation.

  • C. Reputation is only about the perception of consumers and in a broad sense is all about creating/establishing trust.

  • D. Reputation and brand are driven by values and behaviour, which both depend on experience.

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