978-0133866339 Chapter 02 Part 1

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Integrated Advertising, Promotion, and Marketing Communications, 7e (Clow)

Chapter 2 Corporate Image and Brand Management

1) When Applebee’s Neighborhood Bar and Grill faced declining sales in 2008, efforts were

made to:

A) sell IHOP to raise capital.

B) raise prices and increase quality.

C) rejuvenate the brand.

D) co-brand with IHOP.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 2-1

2) The feelings consumers and businesses have about a brand is:

A) the result of its advertising program impact.

B) brand equity.

C) brand image.

D) brand persona.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 2-1

3) The brand image of an automobile manufacturer such as Porsche, Mazda, Toyota, or Ford

might be based on all of the following except:

A) evaluations of vehicles.

B) whether the company is foreign or domestic.

C) economic conditions.

D) customer views of company advertising and the local dealership.

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 2-1

4) Which is not part of a brand image?

A) Tangible elements

B) Intangible elements

C) What the company stands for as well as how it is known in the marketplace

D) Governmental regulations that affect the company

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 2-1

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

A) goods and services sold.

B) retail outlets where the product is sold.

C) advertising, promotions, and other forms of communication.

D) competing businesses.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 2-1

6) Which is an intangible element of a brand image?

A) A corporate name and logo

B) Ideals and beliefs of corporate personnel

C) Employees

D) Packaging and labeling

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 2-1

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

A) perceptions of economic conditions.

B) ratings by financial advisors.

C) reduction of search time in purchase decisions.

D) finding substitute goods when making purchases.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 2-1

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

A) assurance regarding purchase decisions in unfamiliar settings.

B) purchase alternatives.

C) a reduction in search time.

D) social acceptance of purchases.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 2-1

9) From a consumer’s perspective, a strong brand image generates which element when

customers purchase goods or services with which they have little experience?

A) Memorable reference

B) Positive assurance

C) Immediate feedback

D) Increased purchasing options

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 2-1

10) Feeling good after making a purchase from a company with a strong and positive image is an

example of:

A) an impulse buy.

B) psychological reinforcement.

C) cognitive dissonance.

D) brand metrics.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 2-1

11) When you know other people have purchased the same brand that you are buying, the feeling

is called:

A) social acceptance.

B) reliability.

C) cognitive dissonance.

D) brand recognition.

Question Tag: Application

AACSB Category: Application of knowledge

Objective: 2-1

12) From the perspective of the corporation, a strong brand image is related to each of the

following except:

A) ability to attract quality employees.

B) higher level of brand parity.

C) positive word-of-mouth recommendations by customers.

D) higher level of channel power.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 2-1

13) From the perspective of the corporation, a strong brand image is related to each of the

following except:

A) being able to charge a higher price.

B) increased competition.

C) more frequent purchases by customers.

D) more favorable ratings by financial observers.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 2-1

14) From the company’s perspective, a quality brand image enhances the introduction of a new

product because:

A) the company can charge a lower price for the new product.

B) a new distribution channel can be established.

C) customers normally transfer their trust in and beliefs about the corporation to a new product.

D) the competition does not know how to respond.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 2-1

15) A corporate or brand image reflects the feelings consumers and businesses have about the

overall organization, as well as its individual products.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 2-1

16) A corporate or brand image summarizes what the company or brand stands for as well as

how it is known in the marketplace.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 2-1

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

Question Tag: Critical Thinking

AACSB Category: Written and oral communication

Objective: 2-1

18) What a firm’s employees believe about a brand’s image is more important than what

consumers think.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 2-1

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

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 2-1

20) Perceptions of a brand’s image are based solely on price and quality.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 2-1

21) A brand image contains both visible and intangible elements.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 2-1

22) An organizational policy to actively recruit minority employees would be an element of a

company’s image.

Question Tag: Definition (Concept)

AACSB Category: Diverse and multicultural work environments

Objective: 2-1

23) From a company’s perspective, a brand’s image can provide psychological reinforcement and

social acceptance of a purchasing decision.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 2-1

24) A positive brand image can reduce search time when a consumer is making a buying

decision.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 2-1

25) While a brand’s image plays a key role in marketing to consumers, it is not significant when

selling to other businesses.

Question Tag: Application

AACSB Category: Reflective thinking

Objective: 2-1

26) Brand image is especially valuable to a company that is expanding internationally because it

reduces risk and uncertainty on the part of the buyer.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 2-1

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

Question Tag: Critical Thinking

AACSB Category: Analytical thinking

Objective: 2-1

28) A well-developed, favorable image creates loyal customers who might generate positive

word-of-mouth endorsements about the company and its products.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 2-1

29) A brand’s image has little or no effect on other business activities, such as recruiting

employees.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 2-1

30) From a consumer’s perspective, what are the benefits of a strong brand image?

Question Tag: Synthesis

Objective: 2-1

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

Question Tag: Synthesis

Objective: 2-1

32) 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.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 2-2

33) 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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 2-2

34) 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.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 2-2

35) 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.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 2-2

36) 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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 2-2

37) 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.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 2-2

38) 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.

Question Tag: Application

AACSB Category: Analytical thinking

Objective: 2-2

39) 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.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 2-2

40) 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.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 2-2

41) 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.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 2-2

42) 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.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 2-2

43) While rejuvenating a brand’s image can be difficult, it usually does not take a long time to

accomplish.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 2-2