The Marketing Audit (or Brand Audit) provides an important information base from which to recognise opportunities as well as a set of criteria by which to judge those opportunities. Which of the following observations about the audit is false? Select one: If\") a. A study of our objectives is critical to effective branding because without it we cannot evaluate whether the results of our branding effort are driving the organization in the direction in which it wants to go We must consider market characteristics because they determine whether the market will support the brand in achieving its objectives (for example, Are our strengths sufficient relative to the competition, in meeting customers' needs?) We need to understand our strengths because they dictate what we can do. We are stuck within that constraint so we must learn to live within it A deep appreciation of customer needs is important to branding because (amongst other reasons) "Customerbased brand equity" is about the meaning of the brand in the customer's mind so we need to understand that mind