Branding Is About the Message, Not the Name: Ratner

What is a brand primarily considered to be?

• A product's quality

• A company's mission statement

• A perception held in someone's mind

• A logo or symbol

Why is it crucial to have a clear brand strategy after a demerger?

• To attract more investors

• To increase product prices

• To prevent the marketplace from defining the brand negatively

• To reduce marketing costs

What is more important than the brand name itself?

• The company's logo

• The singular message the brand portrays

• The color scheme of the brand

• The brand's advertising budget

Which of the following is an example of a name that has been imbued with meaning?

• Amazon

• Apple

• Xerox

• Microsoft

How can made-up names be effective for a brand?

• By being short and catchy

• By being similar to competitors' names

• By carrying the right message

• By being easy to pronounce