Scenario 18-4 In the Summer of 2010, Basketball Star LeBron James Found

Scenario 18-4
In the summer of 2010, basketball star LeBron James found himself in the middle of a PR nightmare when he decided to turn his decision regarding his future team into an hour-long spot on ESPN, which interestingly enough was entitled, "The Decision." Almost immediately, fans and critics alike began to express their distaste for the way the multi-millionaire handled the situation. Many fans' opinions of the star were greatly altered and James' positive public image appeared to be shattered. Perhaps even worse than the damage to his image, the Lebron James "brand" began to take a hit when his jerseys were pulled from many retailers' stores and websites, and thousands of fans vowed they would never buy James' line of shoes ever again. Several months later, James began the process of repairing his public image. James, who endorses Nike products, came out with a controversial commercial some believe was intended to evoke sympathy. However, many others felt the commercial mocked the negative reaction expressed over "The Decision," and was intended to rebrand the star as a bit of a rebel. Either way, LeBron James appears to have a long way to go before he can once again be recognized as one of the most beloved players in the NBA.
-(Scenario 18-4) One reason LeBron James and his team did not expect such negative backlash following "The Decision" was because he donated the $3 million generated by the television spot to a number of children's charities. Although it may not have been effective in this instance, fundraisers generally

A) erase a company's negative public image completely.
B) cause any company to greatly increase its sales.
C) give positive visibility to a brand or company.
D) serve as the make-or-break element for any brand or company.