A _______________ is the exclusive right held by companies to use a brand or a portion of a brand.
A. Brand promise
B. Copyright
C. Brand value
D. Brand symbol
E. Co-branding
Answer: B - A copyright is the exclusive right held by companies to use a brand or a portion of a brand. Copyrights stipulate that others cannot use the brand without the express permission of the brand owner. Companies may include brand symbols or other well-known product identification components as part of a copyright. For instance, Nike may sue a manufacturer for incorporating a check mark into their logo or brand. Since companies invest heavily in brand equity, they often protect this equity through extensive copyright protections and usually resort to legal remedies for alleged uses of their brand.