CLEP Marketing

Answer: D - Multi-brand companies face a number of challenges in their online presence, as they must decide whether each brand stands alone or is linked by the common company brand. A branded house’s challenges include the following except traffic directed to a single website. A branded house treats all of a company’s products as an integrated brand with the individual products not given a distinct one. The challenges facing a branded house’s use of e-commerce include potential web navigation problems and a difficulty in distinguishing individual brands. Furthermore, it is difficult to measure individual brand advertising effectiveness. Finally, content choice makes it complicated for customers, as all products are under a single brand.