Deck 3: Corporate Brand and Branding

Question 1

Which of the following elements does not act as one of the dimensions of brand architecture?

A)Visual identity of brands.
B)Number and types of brands.
C)Relationships among different brands.
D)Networks of key stakeholders.

Answer 1

Networks of key stakeholders.

Question 2

In relation to which of the following activities does management use corporate brands?

A)Supporting a range of different product brands.
B)Demonstrating the strength and size of an organization to outside audiences.
C)Creating a sense of internal coherence.
D)Preventing identification of internal and external audiences with the company.

Answer 2

Demonstrating the strength and size of an organization to outside audiences.
Creating a sense of internal coherence.

Question 3

What is (are) the function(s) of corporate brands?

A)Simulation
B)Identifier
C)Guarantee
D)Reminder

Answer 3

Identifier
Guarantee
Reminder

Question 4

Which of the following approaches are related to studying corporate brands?

A)Rational approach
B)Cognitive approach
C)Experiential approach
D)Relational approach

Question 5

The SIDEC model suggests that:

A)The higher the degree of centralization of the corporation, the lower the support by the corporate brand.
B)The lower the degree of centralization of the corporation, the greater the support by the corporate brand.
C)The higher the degree of centralization of the corporation, the greater the support by the corporate brand.
D)The higher the degree of decentralization of the corporation, the greater the support by the corporate brand.

Question 6

In its essence, the SIDEC model presented by van Riel refers to the:

A)Relations between the brand architecture and brand identity
B)Relations between the brand identity and the organization of the company
C)Relations between the brand positioning and brand architecture
D)Relations between the brand architecture and the organization of the company

Question 7

Which of the strategies describing the influence of corporation on its strategic business units usually results in the closest form of connection between the corporation and its units?

A)Branding of the complete corporation
B)Communication-oriented corporate branding
C)Organization-oriented corporate branding
D)Financial orientation

Question 8

Which type of brand architecture is often related to the highest cost for the organization?

A)Monolithic
B)Mono brand
C)Strong endorsement
D)Shadow endorsement

Question 9

What type of brand architecture does the presence of a corporate brand imply by (a set of) specific elements?

A)Mono brand
B)Shadow endorsement
C)Monolithic
D)Strong endorsement

Question 10

Which of the following types of brand architecture could be linked to the idea of product domination?

A)Supported type
B)Endorsed type
C)Unbound type
D)Monolithic type

Question 11

What type of structure of a corporate brand presents a corporate brand in its purest form?

A)Mono brand
B)Shadow endorsement
C)Monolithic
D)Strong endorsement

Question 12

What is (are) key activity(ies) of corporate branding?

A)Strategic vision
B)Strong endorsement
C)Shadow endorsement
D)Corporate images