Question 1

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

Accepted Answer

A positive brand image can create a sense of trust and familiarity with consumers, which can make them more likely to choose that brand and reduce the amount of time they need to spend searching for alternatives.

Question 2

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

Accepted Answer

A brand's image can still be important when selling to other businesses. A strong brand can signal quality, reliability, and trustworthiness, which can be appealing to B2B buyers just as much as B2C consumers. Additionally, a well-known brand can give a company a competitive edge in a crowded marketplace, which is important in B2B industries where there may be numerous options for buyers to choose from.

Question 3

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

Accepted Answer

A brand's image can have a significant impact on many aspects of a business, including recruitment. A strong brand image can make a company more attractive to potential employees, while a negative brand image can make it more challenging to attract top talent.

Question 4

Which of the following statements about image is false?
A) Reinforcing or rejuvenating a current image that is consistent with the view of consumers is easier to accomplish than changing a well-established image that is not consistent with the image the company wants to project.
B) It is relatively easy to change the image people hold about a given company.
C) Any negative or bad press can quickly destroy an image that took years to build.
D) The image being projected must accurately portray the firm and coincide with its goods and services.

Accepted Answer

It is not relatively easy to change the image people hold about a given company. It takes time and effort to change people's perception and beliefs about a company.

Question 5

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

Accepted Answer

A positive image can lead to customer loyalty and advocacy, which can translate into positive word-of-mouth endorsements.

Question 6

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:
A) developing a new image.
B) reinforcing a current image.
C) rejuvenating an image.
D) changing an image.

Accepted Answer

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

Question 7

In making decisions about the image to be projected, it will be the easiest for marketers to:
A) rejuvenate an image that is consistent with consumer's current view of the brand.
B) reinforce an image that is not consistent with a consumer's current view of the brand.
C) develop a new image for a new brand.
D) revert to an earlier image of the brand.

Accepted Answer

Rejuvenating an image that is consistent with consumer's current view of the brand is the easiest because it involves making slight modifications or improvements to an existing image. This approach is less risky as it is based on consumer preferences and helps to maintain brand identity.

Question 8

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

Accepted Answer

When a company expands internationally, it enters unfamiliar markets with different cultures, languages, and consumer behavior. Establishing a strong brand image can provide the company with recognition and trust among consumers, reducing the risk and uncertainty associated with trying a new product or service. A positive brand image can also differentiate the company from its competitors and create a competitive advantage in the international market.

Question 9

From a consumer's perspective, what are the benefits of a strong brand image?

Accepted Answer

The answer of From a consumer's perspective, what are the...

Question 10

The desired brand image is one that:
A) coincides with the majority of companies within the industry.
B) avoids comparisons with other brands.
C) is consistent with the views of management of each company.
D) sends a clear message about the unique nature of an organization and its products.

Accepted Answer

The desired brand image should be unique and send a clear message about the nature of the organization and its products. It should differentiate the brand from its competitors and establish a distinct identity in the market. A brand image that coincides with the industry or management views may not necessarily be distinctive or memorable. Avoiding comparisons with other brands is important, but not as important as establishing a unique and clear brand image.

Question 11

Keeping a consistent brand image while incorporating new elements is an example of:
A) developing a new image.
B) image positioning.
C) rejuvenating an image.
D) completing an image.

Accepted Answer

Rejuvenating an image means refreshing or revitalizing it while keeping its core elements intact. Therefore, keeping a consistent brand image while incorporating new elements fits this description.

Question 12

Changing an image is most necessary when:
A) a brand's image has been adversely impacted by entry of new competitors.
B) when sales begin to decline.
C) when target markets shrink or disappear or a firm's image no longer matches industry trends and consumer expectations.
D) when a competitor enters the market with a product that is viewed as being superior.

Accepted Answer

Changing an image is most necessary when a firm's image no longer matches industry trends and consumer expectations or when target markets shrink or disappear. This could be due to changing preferences of consumers, evolving industry trends, or external factors such as economic or social changes. Changing image in such scenarios can help a firm stay relevant and appeal to the new audience. However, image change should be done strategically and not as a knee-jerk reaction to sales decline or entry of new competitors.

Question 13

It is important that the image being projected by a brand's marketing messages:
A) reinforces the competition's concept of the image.
B) accurately portray the brand and coincide with the product being offered.
C) be different than what consumers already believe about the brand.
D) coincides with what competitors are doing.

Accepted Answer

It is important that the image being projected by a brand's marketing messages accurately portrays the brand and coincides with the product being offered. This builds trust and credibility with consumers and ensures that they associate the brand with the intended image. Reinforcing the competition's concept of the image or being different than what consumers already believe about the brand may not be effective marketing strategies, and coinciding with what competitors are doing may not be unique enough to stand out in the market.

Question 14

When seeking to identify the desired brand image, company leaders first assess:
A) the brand's current image.
B) the external environment.
C) tangible competitor advantages.
D) intangible competitor advantages.

Accepted Answer

Before identifying the desired brand image, company leaders need to assess the current brand image. This will help them understand the gap between the current image and the desired image, and what actions need to be taken to align the two. Assessing the external environment, competitor advantages (tangible or intangible) may be important in shaping the desired brand image, but it is not the first step.

Question 15

A brand image contains both visible and intangible elements.

Accepted Answer

A brand image is the overall perception people have of a brand. This perception can include both visible elements, such as logos and packaging, as well as intangible elements, such as brand personality and reputation.

Question 16

What are the benefits of a strong brand image in the eyes of the company?

Accepted Answer

The answer of What are the benefits of a strong...

Question 17

A strong brand image cannot affect the price a company can charge for its products.

Accepted Answer

A strong brand image can often allow a company to charge higher prices for their products, as consumers may be willing to pay more for a product associated with a reputable brand.

Question 18

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

Accepted Answer

An organizational policy to actively recruit minority employees would demonstrate the company's commitment to diversity and inclusivity, which would become part of the company's image.

Question 19

From a company's perspective, a brand's image can provide psychological reinforcement and social acceptance of a purchasing decision.

Accepted Answer

The answer of From a company's perspective, a brand's image...

Question 20

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:
A) reinforcing the current image.
B) developing a new image.
C) rejuvenating an image.
D) changing an image.

Accepted Answer

The management team's actions of remodeling properties and terminating contracts with proprietors that did not meet the new standards suggest that they were trying to rejuvenate or refresh the existing image of Holiday Inn, rather than completely changing or developing a new image.

Quiz 2: Corporate Image and Brand Management

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

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

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

Which of the following statements about image is false?

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

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:

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

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

From a consumer's perspective, what are the benefits of a strong brand image?

The desired brand image is one that:

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

Changing an image is most necessary when:

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

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

A brand image contains both visible and intangible elements.

What are the benefits of a strong brand image in the eyes of the company?

A strong brand image cannot affect the price a company can charge for its products.

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

From a company's perspective, a brand's image can provide psychological reinforcement and social acceptance of a purchasing decision.

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: