Brand equity requires the company to build mental availability.

True. Brand equity is built on two pillars: mental availability and physical availability. Mental availability refers to how easily and often a brand comes to mind in buying situations. It's about creating strong, relevant memory structures so consumers think of your brand when they have a need that your product or service can fulfill. Without strong mental availability, even a physically available product might be overlooked. Therefore, building mental availability is crucial for establishing and growing brand equity.