Question 1

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.

Question 2

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 right image for an organization in any industry is one that conveys a clear message about the unique aspects of the organization and its products or services. This helps the organization stand out from its competitors and attract the right audience or customers.

Question 3

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 involves incorporating new elements while keeping a consistent brand image. This means refreshing the brand without completely changing it, which is the goal in this scenario. The other options do not accurately fit this situation. Developing a new image suggests a significant departure from the brand's existing identity, image positioning emphasizes the unique features of the brand relative to its competition, and completing an image is too broad and could mean any number of things.

Question 4

Target's addition of designer product lines and advertising intended to raise the brand's prominence is an example of seeking to:
A)reinforce an image.
B)acquire an image.
C)change an image.
D)perfect an image.

Accepted Answer

Target's addition of designer product lines and advertising efforts are aimed at changing its image to be seen as more upscale and fashionable, rather than just a discount retailer.

Question 5

What four tests should quality logos and brand names pass?

Accepted Answer

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

Question 6

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

It is easier to work with an image that consumers already have of the brand as it requires less effort and resources to rejuvenate or modify it. Reinforcing an inconsistent image or developing a new image requires more work and might not be as effective in changing consumer perception. Reverting to an earlier image might not be the best choice because it might not be relevant to current consumer preferences or market trends.

Question 7

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

Accepted Answer

When a brand's image no longer matches industry trends and customer expectations, it can lead to declining sales and a loss of relevance. Changing the brand's image to align with current trends and customer preferences can help attract new customers and re-engage existing ones, ultimately leading to increased sales and a stronger brand reputation. Therefore, it is most beneficial to change a brand's image in such situations.

Question 8

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 may alienate existing loyal customers and confuse potential new customers. It is often better to evolve and refresh the brand's image while still maintaining its core values and identity.

Question 9

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 decision to remodel Holiday Inn properties and terminate contracts with non-compliant proprietors suggests that they were interested in rejuvenating the brand's image, rather than reinforcing or developing a completely new image. While the changes made may have resulted in a somewhat different image for the brand, the focus was on revitalizing the Holiday Inn brand and bringing it up-to-date, rather than changing it completely.

Question 10

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

Company leaders first assess the brand's current image to determine what changes or improvements need to be made in order to achieve the desired brand image.

Question 11

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

Accepted Answer

Quality logos and brand names that are easily recognizable and evoke positive feelings are more likely to be effective in creating brand loyalty and attracting new customers. This is because consumers tend to associate positive feelings with a brand that has a recognizable and high-quality logo and name.

Question 12

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

Accepted Answer

While advertising can certainly play a role in improving a brand's image, it is not necessarily sufficient on its own. Other factors such as product quality, customer service, and overall brand reputation also play a significant role in shaping how consumers perceive a brand.

Question 13

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 14

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 decision to change the perception of Hewlett-Packard from a staid company to a lifestyle technology company indicates a change in the brand's image.

Question 15

It is impossible to change a brand's image.

Accepted Answer

While it can be difficult and may take time, it is not impossible to change a brand's image through rebranding efforts such as updating the logo, changing messaging, and executing successful marketing campaigns. Companies such as Old Spice and Apple have successfully undergone major image transformations.

Question 16

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

The image being projected by a brand's marketing messages should accurately portray the brand and coincide with the product being offered. This helps to build trust and credibility with consumers and avoid confusion or misrepresentation of the brand. Reinforcing the competition's concept of the image may not differentiate the brand, and trying to be different than what consumers already believe about the brand could be risky if it contradicts the brand's established identity. Coinciding with what competitors are doing may also limit the brand's uniqueness and creativity. Therefore, accurately portraying the brand and its offering is the best choice.

Question 17

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 18

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 19

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 send a clear message about the unique nature of an organization and its products. This will differentiate the brand from others and help establish a unique identity in the market. Coinciding with other companies in the industry may lead to a lack of differentiation and fail to attract customers. Avoiding comparisons with other brands is also not an effective strategy as consumers need a reference point to evaluate and compare brands. The views of management should align with the brand image but should not be the only factor considered in developing the image.

Question 20

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

Accepted Answer

If a company's image no longer matches industry trends and consumer expectations, it can lead to a loss of customers and revenue. Additionally, if the target market shrinks or disappears, the company may need to reposition itself with a new image to appeal to a different audience. Changing the image can help the company stay relevant and competitive in the market. The other options (A, B, D) may also warrant changes to a company's image, but they are not as universally necessary as option C.

Quiz 2: Corporate Image and Brand Management

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.

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

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

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

What four tests should quality logos and brand names pass?

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

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

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

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:

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

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

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

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

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:

It is impossible to change a brand's image.

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

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

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.

The desired brand image is one that:

Changing an image is most necessary when: