Deck 2: Corporate Image and Brand Management

Question 1

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

Answer 1

True

Question 2

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

Answer 2

B

Question 3

When Domino's Pizza sought to increase sales and return customers,one key tactic was to:

A)raise prices.
B)enter new markets.
C)change the brand.
D)buy the largest competing pizza chain.

Answer 3

C

Question 4

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

Question 5

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 6

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 7

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 8

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 9

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 10

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

Question 11

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 12

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

Question 13

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.

Question 14

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

Question 15

The brand image of an automobile manufacturer such as Porsche,Mazda,Toyota,or Ford might be based on each 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 16

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 17

Each of the following items is a tangible component 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.

Question 18

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 19

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

Question 20

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.

Question 21

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 22

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

Question 23

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

Question 24

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 25

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

Question 26

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

Question 27

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

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

Question 28

Lucent Technologies and Google are examples of:

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

Question 29

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

Question 30

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

Question 31

Define the terms "brand" and "brand image."

Question 32

American Airlines and BMW Motorcycles are examples of:

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

Question 33

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 34

Which type of brand name reveals what a company does?

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

Question 35

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 36

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

Question 37

A brand image contains both visible and intangible elements.

Question 38

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

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

Question 39

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

Question 40

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

Question 41

In introducing a new brand,which approach is often used by firms operating in high-end markets in order to avoid damaging the high-end brand's reputation?

A)Brand extension
B)Co-branding
C)Flanker brand
D)Complementary brand

Question 42

If a company's marketing team believes that offering a new product under the current brand name may adversely affect the current brand,the best approach would be to introduce the product as a:

A)brand extension.
B)ingredient brand.
C)flanker brand.
D)co-brand.

Question 43

A brand extension is:

A)a group of related core products sold under one name.
B)the creation of a logo which further explains the brand.
C)the design of a public relations campaign to support a brand.
D)using an established brand name on goods or services not related to the core brand.

Question 44

When a company develops a new brand in the same category in which the firm already has a branded product,it is a:

A)brand extension.
B)private brand.
C)flanker brand.
D)complementary brand.

Question 45

Selling Reese's Peanut Butter Cup milkshakes at Dairy Queen is an example of:

A)flanker branding.
B)extension branding.
C)cooperative branding.
D)complementary branding.

Question 46

Which of the following is a flanker brand?

A)The offering of two or more brands in a single marketing offer
B)The joint venture of two or more brands into a new product or service
C)Development of a new brand by a company in a good or service category where it currently has other brands
D)A brand with the same name in a different industry

Question 47

A company's marketing team introduces a new brand in a product category where it already has brands in an effort to appeal to consumers the team believes is not being reached by the company's current brands.Which is being used?

A)Brand extension
B)Private brand
C)Flanker brand
D)Complementary brand

Question 48

Ingredient branding involves:

A)placing one brand within another.
B)developing a new brand to be sold in a category where the firm already has a brand.
C)a joint venture of two brands in one product.
D)marketing two brands together to encourage co-consumption.

Question 49

Which involves using an established brand name on goods or services that are not related to the core brand?

A)Brand extension
B)Private brand
C)Flanker brand
D)Complementary brand

Question 50

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 51

Nike selling a line of clothing to go along with its main product (shoes)is an example of a:

A)flanker brand.
B)brand extension.
C)cooperative brand.
D)complementary brand.

Question 52

Alliance or co-branding works best when:

A)the two brands are unrelated.
B)a well-known brand is attached to a lesser-known brand.
C)a private label is co-branded with a manufacturer's brand.
D)it builds the brand equity of both brands.

Question 53

When Black & Decker introduced a new form of wrench with the name "Black & Decker Adjustable Wrench," which was being used?

A)Family brand
B)Cooperative brand
C)Flanker brand
D)Complementary brand

Question 54

Intel Pentium processors placed inside of computers is a form of:

A)ingredient branding.
B)flanker brand.
C)cooperative branding.
D)complementary branding.

Question 55

Complementary branding is:

A)using a private label to complement the main brand.
B)placing one brand within another brand.
C)the joint venture of two or more brands in one product.
D)marketing two brands together to encourage co-consumption.

Question 56

A firm that expands to international markets often adds additional brands to current brands in order to strengthen an international presence,reflecting which strategy?

A)Brand extension
B)Private brand
C)Flanker brand
D)Complementary brand

Question 57

When Procter & Gamble added a new laundry detergent in Asia called "Panda" to its current line of laundry detergents,the Panda brand would be considered a:

A)brand extension.
B)family brand.
C)flanker brand.
D)complementary brand.

Question 58

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 59

Cooperative branding is:

A)private labeling with a major brand.
B)placing one brand in another as a form of cooperation.
C)the joint venture of two or more brands in one product.
D)the marketing of two brands together to encourage co-consumption.

Question 60

Co-branding or alliance branding can take each the following forms,except:

A)flanker brand.
B)ingredient brand.
C)cooperative brand.
D)complementary brand.

Question 61

A flanker brand can be introduced when company leaders think that offering the product under the current brand name may adversely affect the overall marketing program.

Question 62

Flanker branding is the placement of one brand within another,such as NutraSweet as part of Diet Coke.

Question 63

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

Question 64

Placing Oreo cookies in Dairy Queen milk shakes is an example of a brand extension.

Question 65

Describe conceptual and iconoclastic brand names.

Question 66

The marketing of two or more brands together to encourage co-consumption or co-purchases is:

A)ingredient branding.
B)cooperative branding.
C)complementary branding.
D)flanker branding.

Question 67

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

Question 68

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

Question 69

Describe the differences between brand extensions and flanker brands.

Question 70

What are the three forms of co-branding or alliance branding? Define each one.

Question 71

When Proctor & Gamble adds new laundry detergents to reach different market segments,the company has created flanker brands.

Question 72

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

Question 73

A family brand relationship occurs when two companies produce one brand in a cooperative venture.

Question 74

A brand extension is the use of a new brand name to identify an old product.

Question 75

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

Question 76

In terms of co-branding,the highest risk strategy is:

A)ingredient branding.
B)cooperative branding.
C)complementary branding.
D)flanker branding.

Question 77

Co-branding or alliance branding succeeds when it builds the brand equity of both brands involved.

Question 78

What are the four types of brand names?

Question 79

A flanker brand is the use of a new brand name to identify a product marketed with another company.

Question 80

The placement of one brand within another brand is:

A)ingredient branding.
B)cooperative branding.
C)complementary branding.
D)flanker branding.