Q&A Hero

Q: Lucent Technologies and Google are examples of: A) overt names. B) implied names. C) conceptual names. D) iconoclastic names.

Q: Which type of brand name captures the essence of the idea behind the brand? A) Overt B) Implied C) Conceptual D) Iconoclastic

Q: FedEx and International Business Machines (IBM) are examples of: A) overt names. B) implied names. C) conceptual names. D) iconoclastic names.

Q: 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

Q: American Airlines and BMW Motorcycles are examples of: A) overt names. B) implied names. C) conceptual names. D) iconoclastic names.

Q: Which type of brand name reveals what a company does? A) Overt B) Implied C) Conceptual D) Iconoclastic

Q: When should a company consider rejuvenating or changing its image and how should it be done?

Q: Changing a brand's image is necessary when the image no longer matches industry trends and customer expectations.

Q: It is impossible to change a brand's image.

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

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

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

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

Q: While rejuvenating a brand's image can be difficult, it usually does not take a long time to accomplish.

Q: 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.

Q: 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.

Q: 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.

Q: 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.

Q: 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.

Q: 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.

Q: 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.

Q: 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.

Q: 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.

Q: 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.

Q: 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.

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

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

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

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

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

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

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

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

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

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

Q: A brand image contains both visible and intangible elements.

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

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

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

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

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

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

Q: 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.

Q: 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.

Q: 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.

Q: 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.

Q: 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.

Q: 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

Q: 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.

Q: 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.

Q: 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

Q: 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.

Q: 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

Q: 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.

Q: 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.

Q: 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.

Q: What are the primary purposes of packaging?

Q: In international markets, an adaptation strategy reduces costs.

Q: In expanding internationally, an adaptation strategy means using the same brand name and products across all countries.

Q: Buying domain names on the internet that may be important to famous people or businesses with the idea of making money from selling the domain name to them is called internet brand infringement.

Q: Brand infringement occurs when a company creates a a product that looks identical to a current brand.

Q: The placement of QR codes for consumers to access with mobile devices represents a new trend in packaging and labeling.

Q: Because a label on a package must meet legal requirements it does not represent a good opportunity to reach consumers with a marketing message.

Q: Packaging today needs to meet the needs of consumers for speed, convenience, and portability.

Q: Marketing surveys have revealed that less than 10 percent of purchases are planned prior to reaching a store, which increases the importance of in-store displays.

Q: A product's package is the first opportunity for a brand to make an impression on a consumer before a purchase is made.

Q: Global brands perform best with: A) highly visible products, such as clothing and furniture. B) high-profile, low-involvement products. C) high-profile, high-involvement products. D) low-involvement everyday products.

Q: Using a standardized global brand offers all of the following advantages, except: A) lower marketing costs. B) meets the need of individual cultures within different countries. C) transference of best practices from one country to another. D) a higher perceived quality because it is sold in different countries.

Q: Domain squatting occurs when: A) an internet domain is used that is similar to a brand name. B) individuals purchase domain names just for the purpose of selling them later to famous individuals or companies. C) a company creates a brand name that closely resembles a popular or successful brand name. D) the brand name becomes a generic term for the product category.

Q: Brand infringement occurs when: A) an internet domain is used that is similar to a brand name. B) individuals purchase domain names just for the purpose of selling them later to famous individuals or companies. C) a company creates a brand name that closely resembles a popular or successful brand name. D) the brand name is used in advertisements by competitors.

Q: Which is the most recent new trend in packaging and labeling? A) Providing warranty information B) Meeting legal requirements C) Adding QR codes D) Protecting product content

Q: Labels on packages serve the following purposes, except: A) provide legal requirements in terms of content. B) provide consumers with pricing per unit information. C) another marketing opportunity to reach consumers. D) provide warranty and guarantee information.

Q: New trends in packaging include the following, except: A) prevent tampering. B) meet consumer needs for speed, convenience, and portability. C) contemporary and striking design. D) designed for ease of use.

Q: Traditionally, a package provided each of the following functions, except: A) allow customers to see the product. B) provide for ease of shipping, moving, and handling. C) protect the contents. D) provide for easy placement on store shelves.

Q: Why have private labels been more successful in recent years?

Q: Manufacturers seeking to defend against strong private label brands can respond by focusing on core brands, advertising more, or expanding product offerings.

Q: Many retailers are treating private labels more like national brands and investing more money into in-store displays, but less money into marketing and advertising.

Q: In recent years, loyalty toward retail stores has been declining, while loyalty toward individual brands has been increasing.

Q: Private brands are proprietary brands marketed by an organization and normally distributed within the organization's outlets.

Q: Manufacturers are using all the following methods to respond to inroads made by private labels, except: A) modifying the brand's position in the marketplace. B) expanding product offerings. C) using alternative promotional methods. D) improving in-store displays and packaging.