The two primary audiences for a business plan are ________ and ________.
A) a firm's employees; officials with the SEC
B) a firm's customers; its competitors
C) investors; other external stakeholders and public relations firms
D) officials with the SEC; public relations firms
E) a firm's employees and investors; other external stakeholders
Question 2
Which of the following statements is incorrect regarding the process of building a company's brand, particularly for young firms?
A) A firm's name, logo, Web site design, and even its letterhead are part of its brand.
B) One of the keys to effective branding is to create a strong personality for a firm.
C) Some companies monitor the integrity of their brands through brand management.
D) Startups must build a brand from scratch, which starts with selecting the company's name.
E) Most experts recommend a heavy reliance on advertising in building a firm's brand.
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