Customers are much more likely to recognize a company's __________ than its specific products or services.
A. Advertising
B. Brands
C. Spokespeople
D. Slogan
Answer: B - Customers are much more likely to recognize a company's brands than its specific products or services. Brands are enduring characteristics/qualities that consumers associate with a company. While products are introduced or discontinued, depending on the marketplace, a brand is an enduring reflection of the company's vision and mission. Even with extensive marketing campaigns promoting slogans and specific products, a brand is much more likely to be associated with the company's enduring qualities, such as good service or online convenience.