Hoover's online is a service that provides up-to-date competitive research on businesses. Its slogan is "The Business Information Authority," and it used the colors orange and purple in its advertising and on its Web site. The slogan and the use of color are both intended to:

Question

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The slogan "The Business Information Authority" and the distinctive use of orange and purple colors in its advertising and on its website are strategies aimed at creating a memorable and distinctive brand image. This helps differentiate Hoover's online from its competitors and makes it more recognizable to consumers.

Hoover's Online Is a Service That Provides Up-To-Date Competitive Research