Deck 2: Corporate Image and Brand Management

Question 1

From the perspective of the corporation, a strong brand image is related to each of the following except:

A) ability to attract quality employees.
B) higher level of brand parity.
C) positive word-of-mouth recommendations by customers.
D) higher level of channel power.

Answer 1

B

Question 2

All of the following items are tangible components of a brand image except:

A) goods and services sold.
B) retail outlets where the product is sold.
C) advertising, promotions, and other forms of communication.
D) competing businesses.

Answer 2

D

Question 3

From the company's perspective, a quality brand image enhances the introduction of a new product because:

A) the company can charge a lower price for the new product.
B) a new distribution channel can be established.
C) customers normally transfer their trust in and beliefs about the corporation to a new product.
D) the competition does not know how to respond.

Answer 3

C

Question 4

A corporate or brand image summarizes what the company or brand stands for as well as how it is known in the marketplace.

Question 5

From a consumer's perspective, a strong brand image provides each of the following except:

A) assurance regarding purchase decisions in unfamiliar settings.
B) purchase alternatives.
C) a reduction in search time.
D) social acceptance of purchases.

Question 6

When Applebee's Neighborhood Bar and Grill faced declining sales in 2008, efforts were made to:

A) sell IHOP to raise capital.
B) raise prices and increase quality.
C) rejuvenate the brand.
D) co-brand with IHOP.

Question 7

Which is not part of a brand image?

A) Tangible elements
B) Intangible elements
C) What the company stands for as well as how it is known in the marketplace
D) Governmental regulations that affect the company

Question 8

A corporate or brand image reflects the feelings consumers and businesses have about the overall organization, as well as its individual products.

Question 9

In the mind of the consumer, a strong brand image is linked to:

A) perceptions of economic conditions.
B) ratings by financial advisors.
C) reduction of search time in purchase decisions.
D) finding substitute goods when making purchases.

Question 10

From the perspective of the corporation, a strong brand image is related to each of the following except:

A) being able to charge a higher price.
B) increased competition.
C) more frequent purchases by customers.
D) more favorable ratings by financial observers.

Question 11

Which is an intangible element of a brand image?

A) A corporate name and logo
B) Ideals and beliefs of corporate personnel
C) Employees
D) Packaging and labeling

Question 12

Effective marketing communications are based on a clearly defined brand image.

Question 13

The feelings consumers and businesses have about a brand is:

A) the result of its advertising program impact.
B) brand equity.
C) brand image.
D) brand persona.

Question 14

What a firm's employees believe about a brand's image is more important than what consumers think.

Question 15

Perceptions of a brand's image are based solely on price and quality.

Question 16

The brand image of an automobile manufacturer such as Porsche, Mazda, Toyota, or Ford might be based on all of the following except:

A) evaluations of vehicles.
B) whether the company is foreign or domestic.
C) economic conditions.
D) customer views of company advertising and the local dealership.

Question 17

Feeling good after making a purchase from a company with a strong and positive image is an example of:

A) an impulse buy.
B) psychological reinforcement.
C) cognitive dissonance.
D) brand metrics.

Question 18

From a consumer's perspective, a strong brand image generates which element when customers purchase goods or services with which they have little experience?

A) Memorable reference
B) Positive assurance
C) Immediate feedback
D) Increased purchasing options

Question 19

The most important component of a brand image is the price.

Question 20

When you know other people have purchased the same brand that you are buying, the feeling is called:

A) social acceptance.
B) reliability.
C) cognitive dissonance.
D) brand recognition.

Question 21

A positive brand image can reduce search time when a consumer is making a buying decision.

Question 22

While a brand's image plays a key role in marketing to consumers, it is not significant when selling to other businesses.

Question 23

A brand's image has little or no effect on other business activities, such as recruiting employees.

Question 24

Which of the following statements about image is false?

A) Reinforcing or rejuvenating a current image that is consistent with the view of consumers is easier to accomplish than changing a well-established image that is not consistent with the image the company wants to project.
B) It is relatively easy to change the image people hold about a given company.
C) Any negative or bad press can quickly destroy an image that took years to build.
D) The image being projected must accurately portray the firm and coincide with its goods and services.

Question 25

A well-developed, favorable image creates loyal customers who might generate positive word-of-mouth endorsements about the company and its products.

Question 26

Hewlett-Packard's management team decided to alter the impression that the brand was a staid company run by engineers into an ultimate lifestyle technology company in tune with pop culture. This is an example of:

A) developing a new image.
B) reinforcing a current image.
C) rejuvenating an image.
D) changing an image.

Question 27

In making decisions about the image to be projected, it will be the easiest for marketers to:

A) rejuvenate an image that is consistent with consumer's current view of the brand.
B) reinforce an image that is not consistent with a consumer's current view of the brand.
C) develop a new image for a new brand.
D) revert to an earlier image of the brand.

Question 28

Brand image is especially valuable to a company that is expanding internationally because it reduces risk and uncertainty on the part of the buyer.

Question 29

From a consumer's perspective, what are the benefits of a strong brand image?

Question 30

The desired brand image is one that:

A) coincides with the majority of companies within the industry.
B) avoids comparisons with other brands.
C) is consistent with the views of management of each company.
D) sends a clear message about the unique nature of an organization and its products.

Question 31

Keeping a consistent brand image while incorporating new elements is an example of:

A) developing a new image.
B) image positioning.
C) rejuvenating an image.
D) completing an image.

Question 32

Changing an image is most necessary when:

A) a brand's image has been adversely impacted by entry of new competitors.
B) when sales begin to decline.
C) when target markets shrink or disappear or a firm's image no longer matches industry trends and consumer expectations.
D) when a competitor enters the market with a product that is viewed as being superior.

Question 33

It is important that the image being projected by a brand's marketing messages:

A) reinforces the competition's concept of the image.
B) accurately portray the brand and coincide with the product being offered.
C) be different than what consumers already believe about the brand.
D) coincides with what competitors are doing.

Question 34

When seeking to identify the desired brand image, company leaders first assess:

A) the brand's current image.
B) the external environment.
C) tangible competitor advantages.
D) intangible competitor advantages.

Question 35

A brand image contains both visible and intangible elements.

Question 36

What are the benefits of a strong brand image in the eyes of the company?

Question 37

A strong brand image cannot affect the price a company can charge for its products.

Question 38

An organizational policy to actively recruit minority employees would be an element of a company's image.

Question 39

From a company's perspective, a brand's image can provide psychological reinforcement and social acceptance of a purchasing decision.

Question 40

When business travelers began to view Holiday Inn as outdated with old decor, the management team remodeled many properties and terminated contracts with proprietors that did not meet the new standards. This is an example of:

A) reinforcing the current image.
B) developing a new image.
C) rejuvenating an image.
D) changing an image.

Question 41

Which type of brand name contains recognizable words or word parts that imply what the company is about?

A) Overt
B) Implied
C) Conceptual
D) Iconoclastic

Question 42

Which type of brand name reveals what a company does?

A) Overt
B) Implied
C) Conceptual
D) Iconoclastic

Question 43

Target's addition of designer product lines and advertising intended to raise the brand's prominence is an example of seeking to:

A) reinforce an image.
B) acquire an image.
C) change an image.
D) perfect an image.

Question 44

It is impossible to change a brand's image.

Question 45

Which type of brand name captures the essence of the idea behind the brand?

A) Overt
B) Implied
C) Conceptual
D) Iconoclastic

Question 46

Changing a brand's image is necessary when the image no longer matches industry trends and customer expectations.

Question 47

Overt brand names:

A) reveal what the brand does.
B) capture the essence of the idea behind the brand.
C) contain recognizable words or word parts that imply what the brand is about.
D) do not reflect the brand's goods or services, but instead something that is unique, different, and memorable.

Question 48

While rejuvenating a brand's image can be difficult, it usually does not take a long time to accomplish.

Question 49

The key to successfully rejuvenating a brand's image is to completely change it to something new.

Question 50

When should a company consider rejuvenating or changing its image and how should it be done?

Question 51

Creating a strong advertising campaign is normally sufficient to rejuvenate a brand's image.

Question 52

FedEx and International Business Machines (IBM) are examples of:

A) overt names.
B) implied names.
C) conceptual names.
D) iconoclastic names.

Question 53

American Airlines and BMW Motorcycles are examples of:

A) overt names.
B) implied names.
C) conceptual names.
D) iconoclastic names.

Question 54

Lucent Technologies and Google are examples of:

A) overt names.
B) implied names.
C) conceptual names.
D) iconoclastic names.

Question 55

While rejuvenating an image will help a firm sell more products, it will seldom attract new customers.

Question 56

Monster.com is an example of a(n):

A) overt name.
B) implied name.
C) conceptual name.
D) iconoclastic name.

Question 57

In each industry, the right image is one that sends a clear message about the unique nature of an organization and its products.

Question 58

Which type of brand name does not reflect the company's goods or services?

A) Overt
B) Implied
C) Conceptual
D) Iconoclastic

Question 59

The image a brand tries to project should accurately portray an image the firm desires. It does not have to coincide with the goods and services being offered.

Question 60

Which type of brand name is unique, different, and memorable without suggesting the company's goods or services?

A) Overt
B) Implied
C) Conceptual
D) Iconoclastic

Question 61

Logos help with in-store shopping because:

A) they are more readily recognized by shoppers.
B) they move traffic past goods which are not being purchased.
C) they are a form of clutter.
D) consumers have made up their minds prior to arrival.

Question 62

Brand logos:

A) are unrelated to image but are related to positioning.
B) help with recall of advertisements and brands.
C) usually are inexpensive to develop.
D) increase search time in product purchase decisions.

Question 63

A conceptual brand name seeks to capture the essence of the idea behind the brand or a vision of what the company does.

Question 64

An implied brand name reveals what the company does.

Question 65

Quality logos and brand names should pass each of the following tests, except:

A) be similar to others in the industry.
B) be familiar.
C) elicit a consensual meaning among those in the firm's target market.
D) evoke positive feelings.

Question 66

Iconoclastic brand names:

A) reveal what the brand does.
B) capture the essence of the idea behind the brand.
C) contain recognizable words or word parts that imply what the brand is about.
D) do not reflect the brand's goods or services, but instead something that is unique, different, and memorable.

Question 67

Google is an example of an implied brand name.

Question 68

Krispy Kreme is an example of an overt brand name.

Question 69

The symbol used to identify a brand is a(n):

A) trademark.
B) patent.
C) icon.
D) logo.

Question 70

Implied brand names:

A) reveal what the brand does.
B) capture the essence of the idea behind the brand.
C) contain recognizable words or word parts that imply what the brand is about.
D) do not reflect the brand, but instead something that is unique, different, and memorable.

Question 71

McDonald's arches create shared meaning across consumers in the United States and around the world, which means the arches exhibit:

A) duality.
B) stimulus codability.
C) brand endurance.
D) brand equity.

Question 72

When a logo elicits shared meanings across consumers, it exhibits:

A) stimulus codability.
B) reliability.
C) consensus.
D) referent response.

Question 73

A logo with a consensually held meaning, such as the Prudential Rock, displays:

A) brand prominence.
B) stimulus codability.
C) brand parity.
D) product positioning.

Question 74

An implied brand name contains recognizable words or word parts that suggest what the company does.

Question 75

Conceptual brand names:

A) capture the essence of the idea behind the brand.
B) contain recognizable words or word parts that imply what the brand is about.
C) do not reflect the brand's goods or services, but instead something that is unique, different, and memorable.
D) reveal what the brand does.

Question 76

What are the four types of brand names?

Question 77

Stimulus codability is:

A) a form of brand name.
B) the perception that the brand is known.
C) consensually held meanings among customers.
D) another name for product positioning.

Question 78

A conceptual brand name captures the essence of what a company offers, but does not reveal it directly.

Question 79

Conceptual and implied brand names require a greater marketing effort to ensure consumers connect the brand name with the product being sold.

Question 80

FedEx is an example of a conceptual brand name seeking to suggest the idea of express delivery.