Which of the Following Statements Is Incorrect

Which of the following statements is incorrect?

A) A trade mark legally registers a brand name or brand mark in order that an organisation may exclusively use it in the market.
B) Brand equity is the added value that a brand gives a product.
C) Brand equity is determined by the organisation rather than the consumer.
D) Brand loyalty can be a brand equity metric.
E) A customer's brand loyalty, once established, will never change.