Question 1

From the perspective of the corporation, a strong brand image is related to each of the following except:

Accepted Answer

A higher level of brand parity indicates that the brand is not unique and could easily be substituted with a competitor's brand. This is not a desirable outcome for a corporation's brand image. The other options listed all relate to positive outcomes of a strong brand image for the corporation.

Question 2

All of the following items are tangible components of a brand image except:

Accepted Answer

Competing businesses are not tangible components of a brand image. While they can have an impact on a brand's image, they are not a physical aspect of it like goods and services, retail outlets, and communication materials.

Question 3

From the company's perspective, a quality brand image enhances the introduction of a new product because:

Accepted Answer

When a company has a strong brand image and loyal customer base, customers are more likely to trust and try new products released by that company. This transfer of trust and beliefs from the corporation to a new product can help enhance the product's introduction and increase its chances of success. Option A is incorrect because a higher price may be associated with a quality brand image. Option B is incorrect because a new distribution channel may not necessarily be established solely due to a strong brand image. Option D is incorrect because competition will inevitably respond, regardless of the strength of the brand image.

Question 4

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

Accepted Answer

A corporate or brand image is a representation of the company's values, culture, and reputation in the market. It is essential for creating a strong brand identity and communicating it effectively to the target audience.

Question 5

From a consumer's perspective, a strong brand image provides each of the following except:

Accepted Answer

Brand image does not provide purchase alternatives as it only represents one specific brand. The other options, assurance regarding purchase decisions in unfamiliar settings, a reduction in search time, and social acceptance of purchases are all benefits that a strong brand image can provide to consumers.

Question 6

When Applebee's Neighborhood Bar and Grill faced declining sales in 2008, efforts were made to:

Accepted Answer

Rejuvenating the brand was the strategy that Applebee's pursued to address declining sales. This included revamping the menu, improving service, and updating the decor of the restaurants. While co-branding with IHOP could have been a possible strategy, there is no evidence that Applebee's pursued this option. Selling IHOP would not have addressed the issues facing Applebee's specifically. Raising prices and increasing quality is not a clear strategy on its own and may not have addressed the root issues causing the decline in sales.

Question 7

Which is not part of a brand image?

Accepted Answer

Governmental regulations that affect the company are not part of a brand image. Brand image includes tangible elements (such as logo, packaging, and product design), intangible elements (such as brand values, personality, and reputation), and what the company stands for as well as how it is known in the marketplace.

Question 8

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

Accepted Answer

A corporate or brand image plays a crucial role in shaping consumers' and businesses' perceptions of the organization and its products, and it reflects their feelings and attitudes towards them. Therefore, it is true that a corporate or brand image reflects the feelings consumers and businesses have about the overall organization and its individual products.

Question 9

In the mind of the consumer, a strong brand image is linked to:

Accepted Answer

A strong brand image can reduce the search time in purchase decisions for consumers, as they are more likely to trust and choose a brand they recognize and have a positive image of. Economic conditions and ratings by financial advisors may have some influence on consumer behavior, but they are not directly linked to brand image. Finding substitute goods is also not directly connected to brand image, as a strong brand image would make consumers less likely to seek out substitute options.

Question 10

From the perspective of the corporation, a strong brand image is related to each of the following except:

Accepted Answer

A strong brand image is beneficial for a corporation as it allows them to charge a higher price due to perceived value, encourages more frequent purchases by customers and also results in more favorable ratings by financial observers. However, it does not necessarily lead to increased competition, as a strong brand image can often act as a barrier to entry for new competitors.

Question 11

Which is an intangible element of a brand image?

Accepted Answer

Ideals and beliefs of corporate personnel are intangible elements of a brand image, as they cannot be physically seen or touched. A corporate name and logo, packaging and labeling, and employees are all tangible elements of a brand image.

Question 12

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

Accepted Answer

Effective marketing communication requires a well-defined brand image that represents the company's vision and goals. A clear brand image helps in building trust, fostering brand loyalty, and creating a strong brand identity. Without a clear brand image, marketing communications can become confusing and fail to resonate with the target audience.

Question 13

The feelings consumers and businesses have about a brand is:

Accepted Answer

Brand image refers to the perceptions and beliefs held by consumers and businesses about a brand, encompassing their feelings and attitudes towards it. This is shaped by various factors including the brand's actions, communications, products, and services.

Question 14

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

Accepted Answer

While the beliefs and attitudes of employees can certainly impact a brand's image through their interactions with customers and promotion of the brand, ultimately it is the perceptions and opinions of consumers that determine a brand's image and success in the market. It is important for firms to consider both employee and consumer perspectives, but the latter is ultimately more crucial for a brand's reputation and profitability.

Question 15

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

Accepted Answer

Perceptions of a brand's image can also be influenced by factors such as packaging, customer service, marketing, and brand reputation.

Question 16

The brand image of an automobile manufacturer such as Porsche, Mazda, Toyota, or Ford might be based on all of the following except:

Accepted Answer

Economic conditions are external factors that affect the entire market and are not specific to the brand image of a particular automobile manufacturer. Brand image is more directly influenced by evaluations of vehicles, perceptions of whether the company is foreign or domestic, and customer views of advertising and dealerships.

Question 17

Feeling good after making a purchase from a company with a strong and positive image is an example of:

Accepted Answer

Psychological reinforcement refers to the positive feeling or satisfaction customers experience after making a purchase from a company with a strong and positive image. It reinforces their belief that they have made the right decision and encourages them to make future purchases from the same brand.

Question 18

From a consumer's perspective, a strong brand image generates which element when customers purchase goods or services with which they have little experience?

Accepted Answer

A strong brand image generates positive assurance for consumers when they are purchasing goods or services with which they have little experience. This means that consumers feel more confident and secure about their purchase because they trust the brand and its reputation. A memorable reference or immediate feedback may also be a part of a strong brand image, but they do not specifically address the consumer's confidence in their purchase. Increased purchasing options are not directly related to a brand's image.

Question 19

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

Accepted Answer

While price is certainly a factor in a brand image, it is not the most important component. Other factors such as quality, reputation, design, and customer service play a significant role in shaping a brand's image.

Question 20

When you know other people have purchased the same brand that you are buying, the feeling is called:

Accepted Answer

Social acceptance refers to the feeling of being part of a group or community. Knowing that others have purchased the same brand as you can give a sense of belonging and validation, contributing to social acceptance.

Quiz 2: Corporate Image and Brand Management

From the perspective of the corporation, a strong brand image is related to each of the following except:

All of the following items are tangible components of a brand image except:

From the company's perspective, a quality brand image enhances the introduction of a new product because:

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

From a consumer's perspective, a strong brand image provides each of the following except:

When Applebee's Neighborhood Bar and Grill faced declining sales in 2008, efforts were made to:

Which is not part of a brand image?

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

In the mind of the consumer, a strong brand image is linked to:

From the perspective of the corporation, a strong brand image is related to each of the following except:

Which is an intangible element of a brand image?

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

The feelings consumers and businesses have about a brand is:

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

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

The brand image of an automobile manufacturer such as Porsche, Mazda, Toyota, or Ford might be based on all of the following except:

Feeling good after making a purchase from a company with a strong and positive image is an example of:

From a consumer's perspective, a strong brand image generates which element when customers purchase goods or services with which they have little experience?

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

When you know other people have purchased the same brand that you are buying, the feeling is called: