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44) While rejuvenating an image will help a firm sell more products, it will seldom attract new
customers.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 2-2
45) Creating a strong advertising campaign is normally sufficient to rejuvenate a brand's image.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 2-2
46) In each industry, the right image is one that 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
47) The key to successfully rejuvenating a brand's image is to completely change it to something
new.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 2-2
48) It is impossible to change a brand's image.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 2-2
49) Changing a brand's image is necessary when the image no longer matches industry trends
and customer expectations.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 2-2
11
50) When should a company consider rejuvenating or changing its image and how should it be
done?
Question Tag: Synthesis
AACSB Category: Written and oral communication
Objective: 2-2
51) Which type of brand name reveals what a company does?
A) Overt
B) Implied
C) Conceptual
D) Iconoclastic
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 2-3
52) American Airlines and BMW Motorcycles are examples of:
A) overt names.
B) implied names.
C) conceptual names.
D) iconoclastic names.
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 2-3
53) Which type of brand name contains recognizable words or word parts that imply what the
company is about?
A) Overt
B) Implied
C) Conceptual
D) Iconoclastic
Question Tag: Definition (Concept)
Objective: 2-3
12
54) FedEx and International Business Machines (IBM) are examples of:
A) overt names.
B) implied names.
C) conceptual names.
D) iconoclastic names.
Question Tag: Application
Objective: 2-3
55) Which type of brand name captures the essence of the idea behind the brand?
A) Overt
B) Implied
C) Conceptual
D) Iconoclastic
Question Tag: Definition (Concept)
Objective: 2-3
56) Lucent Technologies and Google are examples of:
A) overt names.
B) implied names.
C) conceptual names.
D) iconoclastic names.
Question Tag: Application
AACSB Category: Reflective thinking
Objective: 2-3
57) Which type of brand name does not reflect the company's goods or services?
A) Overt
B) Implied
C) Conceptual
D) Iconoclastic
Question Tag: Definition (Concept)
Objective: 2-3
13
58) Which type of brand name is unique, different, and memorable without suggesting the
company's goods or services?
A) Overt
B) Implied
C) Conceptual
D) Iconoclastic
Question Tag: Definition (Concept)
Objective: 2-3
59) Monster.com is an example of a(n):
A) overt name.
B) implied name.
C) conceptual name.
D) iconoclastic name.
Question Tag: Definition (Concept)
Objective: 2-3
60) Overt brand names:
A) reveal what the brand does.
B) capture the essence of the idea behind the brand.
C) contain recognizable words or word parts that imply what the brand is about.
D) do not reflect the brand's goods or services, but instead something that is unique, different,
and memorable.
Question Tag: Definition (Concept)
Objective: 2-3
61) Implied brand names:
A) reveal what the brand does.
B) capture the essence of the idea behind the brand.
C) contain recognizable words or word parts that imply what the brand is about.
D) do not reflect the brand, but instead something that is unique, different, and memorable.
Question Tag: Definition (Concept)
Objective: 2-3
14
62) Conceptual brand names:
A) capture the essence of the idea behind the brand.
B) contain recognizable words or word parts that imply what the brand is about.
C) do not reflect the brand's goods or services, but instead something that is unique, different,
and memorable.
D) reveal what the brand does.
Question Tag: Definition (Concept)
Objective: 2-3
63) Iconoclastic brand names:
A) reveal what the brand does.
B) capture the essence of the idea behind the brand.
C) contain recognizable words or word parts that imply what the brand is about.
D) do not reflect the brand's goods or services, but instead something that is unique, different,
and memorable.
Question Tag: Definition (Concept)
Objective: 2-3
64) An implied brand name reveals what the company does.
Question Tag: Critical Thinking
AACSB Category: Application of knowledge
Objective: 2-3
65) A conceptual brand name captures the essence of what a company offers, but does not reveal
it directly.
Question Tag: Critical Thinking
AACSB Category: Application of knowledge
Objective: 2-3
66) Krispy Kreme is an example of an overt brand name.
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 2-3
15
67) An implied brand name contains recognizable words or word parts that suggest what the
company does.
Question Tag: Critical Thinking
AACSB Category: Application of knowledge
Objective: 2-3
68) Google is an example of an implied brand name.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 2-3
69) A conceptual brand name seeks to capture the essence of the idea behind the brand or a
vision of what the company does.
Question Tag: Critical Thinking
AACSB Category: Application of knowledge
Objective: 2-3
70) FedEx is an example of a conceptual brand name seeking to suggest the idea of express
delivery.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 2-3
71) Conceptual and implied brand names require a greater marketing effort to ensure consumers
connect the brand name with the product being sold.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 2-3
72) What are the four types of brand names?
Question Tag: Definition (Concept)
Objective: 2-3
16
73) Logos help with in-store shopping because:
A) they are more readily recognized by shoppers.
B) they move traffic past goods which are not being purchased.
C) they are a form of clutter.
D) consumers have made up their minds prior to arrival.
Question Tag: Definition (Concept)
Objective: 2-4
74) Stimulus codability is:
A) a form of brand name.
B) the perception that the brand is known.
C) consensually held meanings among customers.
D) another name for product positioning.
Question Tag: Definition (Concept)
Objective: 2-4
75) The symbol used to identify a brand is a(n):
A) trademark.
B) patent.
C) icon.
D) logo.
Question Tag: Definition (Concept)
Objective: 2-4
76) When a logo elicits shared meanings across consumers, it exhibits:
A) stimulus codability.
B) reliability.
C) consensus.
D) referent response.
Question Tag: Definition (Concept)
Objective: 2-4
17
77) McDonald's arches create shared meaning across consumers in the United States and around
the world, which means the arches exhibit:
A) duality.
B) stimulus codability.
C) brand endurance.
D) brand equity.
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 2-4
78) A logo with a consensually held meaning, such as the Prudential Rock, displays:
A) brand prominence.
B) stimulus codability.
C) brand parity.
D) product positioning.
Question Tag: Definition (Concept)
Objective: 2-4
79) Brand logos:
A) are unrelated to image but are related to positioning.
B) help with recall of advertisements and brands.
C) usually are inexpensive to develop.
D) increase search time in product purchase decisions.
Question Tag: Critical Thinking
Objective: 2-4
80) Quality logos and brand names should pass each of the following tests, except:
A) be similar to others in the industry.
B) be familiar.
C) elicit a consensual meaning among those in the firm's target market.
D) evoke positive feelings.
Question Tag: Definition (Concept)
Objective: 2-4
18
81) The Nike swoosh is an example of a(n):
A) brand.
B) package.
C) label.
D) logo.
Question Tag: Definition (Concept)
Objective: 2-4
82) Quality brand logos should be easily recognizable and elicit a consensual meaning among
those in the target market.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 2-4
83) The notion that a logo can elicit a consensual meaning among customers is known as logo
congruence.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 2-4
84) Quality logos and brand names should be easily recognizable, and evoke positive feelings.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 2-4
85) 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.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 2-4
19
86) What four tests should quality logos and brand names pass?
Question Tag: Definition (Concept)
Objective: 2-4
87) Names assigned to individual goods or services or to groups of products in a line are:
A) brands.
B) logos.
C) metrics.
D) designs.
Question Tag: Definition (Concept)
Objective: 2-5
88) A family brand is:
A) one in which a company offers a series or group of products under one brand name.
B) a type of extension or flanker brand offered by one company.
C) a logo or theme of a brand.
D) one that has a high level of brand equity.
Question Tag: Definition (Concept)
Objective: 2-5
89) Black & Decker's line of power tools is an example of a(n):
A) adaptation.
B) family brand.
C) flanker brand.
D) private label brand.
Question Tag: Application
Objective: 2-5
20
