Deck 2: Corporate Image and Brand Management

Question 1

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

Answer 1

False

Question 2

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

Answer 2

True

Question 3

According to a study by Edelman Asia pacific,perceptions of how the firm dealt with customers ranked as the most important component of corporate image.

Answer 3

False

Question 4

A strong corporate image does not affect the firm's ability to charge a higher price.

Question 5

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

Question 6

Gucci has the image of being a high fashion brand.

Question 7

In some cases,modifying the current image or trying to create an entirely new image for a firm is not possible.

Question 8

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

Question 9

A corporate image contains both visible and intangible elements.

Question 10

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

Question 11

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

Question 12

From the consumer's perspective,corporate image provides psychological reinforcement and social acceptance of a purchasing decision.

Question 13

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

Question 14

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

Question 15

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

Question 16

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

Question 17

Reinforcing or rejuvenating a current image is more difficult to accomplish than changing a well-established image.

Question 18

Re-establishing or rebuilding the firm's image that has been hurt by bad press is usually not a difficult task if the firm admits the mistake.

Question 19

The image a firm tries to project should accurately portray the firm and coincide with the goods and services being offered.

Question 20

A firm's image is based on the feeling consumers and businesses have about the overall organization and its individual brands.

Question 21

Conceptual and implied corporate names require a greater marketing effort to ensure consumers connect the corporate name with the goods and services that are being sold.

Question 22

Federal Express is an example of a conceptual corporate name seeking to suggest the idea of express delivery.

Question 23

Developing a strong brand begins with discovering why consumers buy a brand and why they rebuy the brand.

Question 24

Quality logos and corporate names should meet four tests.They should be 1)easily recognizable,2)elicit a consensual meaning among those in the firm's target market,3)be familiar,and 4)evoke positive feelings.

Question 25

The notion that a logo can elicit a consensual meaning among customers is known as stimulus codability.

Question 26

Changing a corporation's image requires both internal programs and external promotions.

Question 27

Quality corporate logos should be easily recognizable and elicit a consensual meaning among those in the target market.

Question 28

It is impossible to change a corporation's image.

Question 29

A conceptual corporate name seeks to capture the essence of the idea behind the brand.

Question 30

A family brand is a situation in which a series of companies produce one brand in a co-operative venture.

Question 31

An overt corporate name captures the essence of what a company offers,but does not reveal it directly.

Question 32

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

Question 33

Nike has spent considerable resources developing stimulus codability related to its "Swoosh."

Question 34

Brands are names generally assigned to individual goods or services or to sets of products in a line.

Question 35

Consumers recommend brands to their families and friends because of one or more salient attributes.

Question 36

An overt corporate name reveals what the company does.

Question 37

Google is an example of an implied corporate name.

Question 38

The key to successfully rejuvenating a corporation's image is to remain consistent with the previous image while adding new elements.

Question 39

To establish a strong brand image,a brand name must be prominently promoted in repetitious ads or it should be associated with one of the product's benefits.

Question 40

Krispy Kreme is an example of an overt corporate name.

Question 41

Brand equity is a set of characteristics that are unique to a brand that make it seem different and better.

Question 42

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 43

Brand parity is the perception that most brands within a product category are relatively similar or have no distinct differences.

Question 44

Integrating new and old media is important in building brand equity.

Question 45

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

Question 46

Brand equity is not as important in international markets because fewer brands are available.

Question 47

Brand equity is not as important in business-to-business markets because pricing is often the primary decision variable.

Question 48

In today's society,customers want product innovations and new products.They also want them fast.

Question 49

Brand equity is the perception that most brands within a product category are relatively similar or have no distinct differences.

Question 50

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

Question 51

Brand metrics measure returns on branding investments.

Question 52

To develop brand equity in today's competitive markets,companies must always be on the cutting edge,create new products,move faster then the competition,and effectively reach consumers.

Question 53

When Proctor & Gamble adds new laundry detergents to help dominate the market,it is an example of using flanker brands.

Question 54

The goal of branding is to set a product apart from its competitors.

Question 55

The secret to a successful brand is discovering what influences consumers to make purchases.

Question 56

Brand parity is a strong weapon that might dissuade consumers from looking for a cheaper product or for special deals or incentives to purchase other brands.

Question 57

Brand equity is weakened by continuous innovation.

Question 58

Popular and well-known brands are not always powerful brands.

Question 59

The first step in building brand equity is developing brand awareness and brand recognition.

Question 60

Although brand equity can be measured using various metrics,CEOs and other corporate leaders often want real,hard numbers.

Question 61

Because of the nature of the business-to-business purchase decision,product positioning is not typically used.

Question 62

Consumers ultimately determine the position a product holds.

Question 63

A product user positioning strategy is creating a new or unusual product class that the brand can dominate.

Question 64

Oreo milkshakes sold in a Dairy Queen is an example of complementary branding.

Question 65

A product's package is the final opportunity for a brand to make an impression on a consumer before a purchase is made.

Question 66

Packaging today needs to meet the needs of consumers for speed,convenience,and portability.

Question 67

Ingredient branding is the joint venture of two or more brands into a new good or service.

Question 68

In expanding internationally,an adaptation strategy means using the same brand name and products across all countries.

Question 69

Although a label on a package must meet legal requirements,it represents another opportunity to reach consumers with a marketing message.

Question 70

Marketing surveys have revealed that only about one-third of purchases are planned prior to reaching a store.

Question 71

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

Question 72

Using an attribute positioning strategy would involve emphasizing a particular trait or characteristic of the product.

Question 73

In positioning products,it is important to be sure that the positioning strategy chosen is relevant to consumers and provides them with a benefit that consumers consider to be useful in decision making.

Question 74

In recent years,loyalty toward retail stores has been declining,while loyalty toward individual brands has been increasing.

Question 75

Positioning is the process of creating a perception in the consumer's mind regarding the nature of a company and its products relative to the competition.

Question 76

Many retailers are treating private labels more like national brands and investing more money into marketing,advertising,and in-store displays.

Question 77

When producers promote the idea that orange juice can be consumed at any time during the day,the attempt is to reposition it using the product class positioning approach.

Question 78

Understanding how consumers view a product is important to successful product positioning.

Question 79

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

Question 80

Private brands and private label programs diminished greatly in the 1990s,due to increasing levels of consumer affluence.