MKT 310 ~ CHAPTER 2

Feeling good after making a purchase from a company with a strong and positive image is an example of: -an impulse buy -psychological reinforcement -cognitive dissonance -brand metrics

psychological reinforcement

Brand equity is not as important in international markets because fewer brands are available.

FALSE

Google is an example of an implied corporate name.

FALSE

In international markets, an adaptation strategy reduces costs.

FALSE

The secret to a successful brand is discovering what influences consumers to make purchases.

FALSE

To establish a strong brand image, a brand name must be prominently promoted in repetitious ads or it should be associated with one of the product's benefits.

FALSE

Which of the following statements about image is false? -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. -It is relatively easy to change the image people hold about a given company. -Any negative or bad press can quickly destroy an image that took years to build. -The image being projected must accurately portray the firm and coincide with its goods and services.

It is relatively easy to change the image people hold about a given company.

Brand infringement occurs when a company creates a brand name that closely resembles a popular or successful brand.

TRUE

Brands are names generally assigned to individual goods or services or to sets of products in a line.

TRUE

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 domain squatting.

TRUE

Changing a corporation's image requires both internal programs and external promotions.

TRUE

Consumers recommend brands to their families and friends because of one or more salient attributes.

TRUE

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

TRUE

Quality logos and corporate names should meet four tests. They should 1) be easily recognizable, 2) elicit a consensual meaning among those in the firm's target market, 3) be familiar, and 4) evoke positive feelings.

TRUE

Rejuvenating a firm's image can be difficult and takes time and effort

TRUE

Which involves using an established brand name on goods or services that are not related to the core brand? -brand extension -private brand -flanker brand -complementary brand

brand extension

Names assigned to individual goods or services or to groups of products in a line are: -brands -logos -metrics -designs

brands

From the company's perspective, a quality corporate image enhances the introduction of a new product because: -the company can charge a lower price for the new product -a new distribution channel can be established -customers normally transfer their trust in and beliefs about the corporation to a new product -the competition does not know how to respond

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

The iPhone's 100,000 apps that allow users to tailor the phone to fit their personalities is an example of brand building by: -standardization -a brand flanker program -repeated product use (repetition) -customization and personalization

customization and personalization

Iconoclastic names: -reveal what the company does -capture the essence of the idea behind the brand -contain recognizable words or word parts that imply what the company is about -do not reflect the company's goods or services, but instead something that is unique, different, and memorable

do not reflect the company's goods or services, but instead something that is unique, different, and memorable

A firm that is expanding to international markets often adds additional brands to current brands in order to strengthen an international presence, reflecting which strategy? -brand extension -private brand -flanker brand -complementary brand

flanker brand

When a company develops a new brand in the same category in which the firm already has a branded product, it is a: -brand extension -private brand -flanker brand -complementary brand

flanker brand

Which is not part of a corporate image? -tangible elements -intangible elements -what the company stands for as well as how it is known in the marketplace -governmental regulations that affect the company

governmental regulations that affect the company

Global brands perform best with: -highly visible products, such as clothing and furniture -high-profile, low-involvement products -high-profile, high-involvement products -low-involvement everyday products

high-profile, high-involvement products

The feelings consumers and businesses have about an organization and its brand is the corporation's: -advertising program impact -flanker brand -image -persona

image

A Pillsbury cookie mix featuring Hershey's Chocolate is a form of: -flanker branding -cooperative branding -ingredient branding -complementary branding

ingredient branding

The placement of one brand within another brand is: -ingredient branding -cooperative branding -complementary branding -flanker branding

ingredient branding

Complementary branding is: -using a private label to complement the main brand -placing one brand within another brand -the joint venture of two or more brands in one product -marketing two brands together to encourage co-consumption

marketing two brands together to encourage co-consumption