Exam 2: Corporate Image and Brand Management

Developing a strong brand begins with:

Two important processes help establish stronger brand prestige.First,the brand name must be prominently promoted through repetitious ads.Second,the brand name:

Brand equity is the perception that most brands within a product category are relatively similar or have no distinct differences.

The perception that a brand is different and better is called:

A firm's image is based on the feeling consumers and businesses have about the overall organization and its individual brands.

The marketing of two or more brands together to encourage co-consumption or co-purchases is:

Black and Decker's line of power tools is an example of a(n):

Names assigned to individual goods or services or to groups of products in a line are:

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

Gucci has the image of being a high fashion brand.

Distinguishing a product from its competitors based on who uses it is a positioning strategy based on:

The right image is one that:

Because of the nature of the business-to-business purchase decision,product positioning is not typically used.

The first step in building brand equity is developing brand awareness and brand recognition.

Quality corporate logos should be easily recognizable and elicit a consensual meaning among those in the target market.

Overt names:

A logo with a consensually held meaning,such as the Prudential Rock,displays:

What are the benefits of a strong corporate image in the eyes of the company?

Oreo milkshakes sold in a Dairy Queen is an example of complementary branding.

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