Question 1

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

Accepted Answer

The answer of Federal Express is an example of a...

Question 2

Nike's "Swoosh." logo did not have a natural relationship with the company's products, making it necessary to spend considerable advertising dollars to embed the logo in consumers' minds.

Accepted Answer

The Nike "Swoosh" logo did not have any natural connection to the company's products and required significant advertising efforts to associate the logo with the brand.

Question 3

An overt corporate name reveals what the company does.

Accepted Answer

An overt corporate name is a name that directly communicates or reveals what the company does or what it sells. For example, "Pizza Hut" indicates that the company sells pizza. This type of name is intentional and helps customers quickly understand what the company does or offers.

Question 4

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

Accepted Answer

A flanker brand is a new product introduced by a company under an existing brand name to target a different customer segment, not to identify a product marketed with another company.

Question 5

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

Accepted Answer

Rejuvenating a corporation's image involves updating and refreshing the company's image while still maintaining a certain level of familiarity and consistency with the previous image. Adding new elements can enhance and modernize the image, but it should also be done in a way that does not completely abandon the previous brand image. Consistency is important in building and maintaining trust among consumers.

Question 6

It is impossible to change a corporation's image.

Accepted Answer

It is not impossible to change a corporation's image. Effective brand management and communication strategies can help shift public perception over time. However, it may require significant effort, resources, and a long-term commitment from the corporation to make meaningful changes and rebuild trust with stakeholders.

Question 7

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

Accepted Answer

Quality logos and corporate names should be easily recognizable, elicit a consensual meaning among the target market, be familiar, and evoke positive feelings.

Question 8

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

Accepted Answer

Changing a corporation's image involves not only promoting the new image externally but also implementing internal programs such as employee training, culture change, and process improvement to ensure the new image reflects in the company's operations and practices.

Question 9

Krispy Kreme is an example of an overt corporate name.

Accepted Answer

The answer of Krispy Kreme is an example of an...

Question 10

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

Accepted Answer

An implied corporate name suggests what the company does through recognizable words or word parts.

Question 11

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

Accepted Answer

The statement is true. Stimulus codability refers to the degree to which a stimulus (such as a logo) can elicit a relatively consensual meaning among customers. In other words, it relates to how easily the design can be interpreted and understood by customers.

Question 12

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

Accepted Answer

This statement accurately describes what a conceptual corporate name aims to do - embody or reflect the core concept or essence of the brand or company.

Question 13

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

Accepted Answer

A quality corporate logo should be easily recognized and have a clear and agreed-upon meaning among the target market in order to effectively represent the brand and attract customers.

Question 14

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

Accepted Answer

The answer of A conceptual corporate name captures the essence...

Question 15

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

Accepted Answer

Proctor & Gamble uses flanker brands to expand their market share by offering similar products to their existing brands that cater to a specific target market or consumer need. By adding new laundry detergents, they are using a flanker brand strategy.

Question 16

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.

Accepted Answer

The answer of Conceptual and implied corporate names require a...

Question 17

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

Accepted Answer

A family brand relationship refers to a marketing strategy where a single brand name is used for the marketing of multiple related products; it does not necessarily involve two companies producing one brand in a cooperative venture.

Question 18

Google is an example of an implied corporate name.

Accepted Answer

An implied corporate name suggests the nature of the business, while "Google" is an arbitrary name that does not directly imply its business activities.

Question 19

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

Accepted Answer

This statement is true. Brands are names that are typically given to individual goods or services, or to a line of related products. They help consumers identify and differentiate between products, and can serve as a powerful marketing tool for businesses.

Question 20

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

Accepted Answer

A brand extension is actually the use of an existing brand name to expand into a new product category or market segment.

Quiz 2: Corporate Image and Brand Management