Which of the following is a primary factor specific to services in choosing a brand name?
a. The service brand is usually the same as the company name so it must be flexible enough to fit several services.
b. The name must convey an image of great customer service because this is more important for services than for goods.
c. The name should be distinctive and set the company apart from potential competitors.
d. Shortness and conciseness are extremely important when choosing brand names for services so that they can easily be remembered.
e. Service brands are much more difficult to protect legally, so marketers must focus on creating brands with made-up words or a combination of letters and numbers.
Answer: a