4. the role of brand names and advertising which of the following statements about brand names is true? brand names are always economically wasteful since they dupe consumers into buying more expensive goods and services that are no different from generic versions. brand names give the seller an incentive to provide consistently high-quality products and services in order to protect the reputation of the brand. it is always rational to prefer brand names over generic substitutes. read the following example and determine whether it illustrates a common critique or defense of advertising. tim sees a commercial for a brand x clothing company that depicts the wearers of the clothes out having a good time with friends. although he doesn't particularly need new clothes, the commercial prompts him to buy a brand x t-shirt. this illustrates a common of advertising.