Brand equity requires the company to build mental availability with the prospective customer.

Explanation: The correct answer is **True**. Brand equity is the perceived value that a brand possesses in the minds of consumers. It encompasses various elements such as brand awareness, loyalty, perceived quality, and associations. One critical aspect of brand equity is "mental availability," which refers to the likelihood that a customer will think of a particular brand in a buying scenario. Building mental availability involves ensuring that the brand is easily accessible and comes to mind when consumers are considering a purchase within its product category. This can be achieved through effective marketing strategies, consistent brand messaging, and maintaining a strong presence across relevant touchpoints. By establishing mental availability, companies can increase their chances of being chosen by consumers over competitors, ultimately contributing to the enhancement of their brand equity. Therefore, the statement that brand equity requires the company to build mental availability with the prospective customer is indeed true.