Question 1

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

Accepted Answer

If a brand's image no longer aligns with industry trends and customer expectations, changing the image can help the brand stay relevant and appeal to its target audience. However, if the brand's image is still resonating with customers and is consistent with industry trends, changing it may not be necessary or beneficial.

Question 2

It is impossible to change a brand's image.

Accepted Answer

It is not impossible to change a brand's image. With the right strategies and efforts, a brand's image can be modified and improved over time. This can include rebranding, improving product quality, changing marketing tactics, and more. However, it can be difficult to change a brand's image if it is deeply rooted in the minds of consumers.

Question 3

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

Accepted Answer

Rejuvenating an image involves keeping the existing brand image while updating it with new elements to make it more current and appealing to the target audience. This keeps the brand fresh without completely changing it.

Question 4

What four tests should quality logos and brand names pass?

Accepted Answer

The answer of What four tests should quality logos and...

Question 5

The desired brand image is one that:

Accepted Answer

The best brand image is one that sends a clear message about the unique nature of an organization and its products. This helps differentiate a company from its competitors and ensures that customers have a distinct understanding of what the brand represents. Coinciding with the majority of companies within the industry or being consistent with the views of management may not be sufficient for creating a strong brand identity. Avoiding comparisons with other brands is important, but not as critical as sending a clear message about what makes a company and its products unique.

Question 6

When business travelers began to view Holiday Inn as outdated with old decor,the management team remodeled many properties and terminated contracts with proprietors that did not meet the new standards.This is an example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

Accepted Answer

The management team's actions of remodeling properties and terminating contracts with proprietors who did not meet the new standards indicate their efforts to rejuvenate the Brand's image in response to the perception of it being outdated. This indicates a refreshment of the existing image rather than developing a new one or changing an existing one entirely.

Question 7

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

Accepted Answer

The answer of The notion that a logo can elicit...

Question 8

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

Accepted Answer

It is easier for marketers to rejuvenate an image that is consistent with consumer's current view of the brand because it requires less effort and resources to maintain the existing brand identity while updating it to make it more relevant and appealing to consumers. Reinforcing an image that is not consistent with a consumer's current view of the brand may require significant changes to the brand's positioning and messaging, which can be more difficult and risky. Developing a new image for a new brand or reverting to an earlier image of the brand both require starting from scratch or going back in time, which can be time-consuming and costly.

Question 9

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

Accepted Answer

Rejuvenating an image can attract new customers by creating a fresh and updated perception of the brand.

Question 10

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

Accepted Answer

Completely changing a brand's image can be risky and may alienate existing customers. It is important to evolve and update the brand image while still staying true to the brand's values and maintaining a connection with its core audience.

Question 11

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

Accepted Answer

Marketing messages should accurately portray the brand and coincide with the product being offered in order to build trust and credibility with consumers. Reinforcing the competition's concept of the image or being different from what consumers already believe about the brand may not effectively communicate the brand's message. Coinciding with what competitors are doing may also limit the brand's ability to stand out in the market.

Question 12

Nike's Swoosh logo had a natural relationship with the company's products,and therefore did not require extensive advertising to embed the logo in consumers' minds.

Accepted Answer

The Nike Swoosh logo, while iconic now, required significant marketing and advertising efforts to become widely recognized and associated with the brand's products.

Question 13

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:

Accepted Answer

The answer of Hewlett-Packard's management team decided to alter the...

Question 14

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

Accepted Answer

Before a company can identify the desired brand image, it must first have an understanding of the brand's current image in the minds of consumers. This provides a foundation for determining what changes or adjustments need to be made to achieve the desired image. While assessing the external environment and competitor advantages are important factors in shaping the brand image, they come after understanding the current brand image.

Question 15

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

Accepted Answer

While a strong advertising campaign can certainly help improve a brand's image, it is not always sufficient on its own. Other factors such as quality of products/services, customer service, and reputation also play a critical role in shaping a brand's image.

Question 16

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

Accepted Answer

The image of an organization should be unique and convey a clear message about the organization and its products or services. This is important in any industry.

Question 17

Changing an image is most necessary when:

Accepted Answer

When a firm's image no longer matches industry trends and consumer expectations or when target markets shrink or disappear, it becomes necessary to change the image to remain relevant and competitive. A decline in sales and entry of new competitors are also important factors, but they may not necessarily require a change in image. The entry of a superior product by a competitor may require a change in image, but it depends on other factors such as the brand's existing equity and consumer loyalty.

Question 18

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

Accepted Answer

The answer of Target's addition of designer product lines and...

Question 19

Quality logos and brand names should be easily recognizable,and evoke positive feelings.

Accepted Answer

Quality logos and brand names should be easily recognizable so that consumers can quickly identify them and associate them with positive experiences. They should also evoke positive feelings, such as trust, reliability, and satisfaction, which can help build customer loyalty and drive sales.

Question 20

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.

Accepted Answer

The image a brand tries to project should accurately portray the goods and services being offered. If there is a disconnect between the image projected and what is being offered, it can lead to confusion and mistrust among customers. A brand's image should be consistent with its products or services to establish a strong and honest reputation.

Quiz 2: Corporate Image and Brand Management