Exam 2: Corporate Image and Brand Management

Implied names:

A conceptual corporate name seeks to capture the essence of the idea behind the brand or a vision of what the company does.

Social media does not play a role in brand building because it involves consumers interacting with each other.

Which measures returns on branding investments?

Target's addition of designer product lines and advertising intended to raise the brand's prominence is an example of seeking to:

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

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

Stimulus codability is:

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.

When a customer believes Black and Decker makes the best and most reliable tools, this is an example of:

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

A flanker brand is the use of a new brand name to identify a product marketed with another company.

Brand equity based on stock market value estimates the future cash flows of a brand based on its unique strengths that are then discounted to determine a net present value.

Although brand equity can be measured using various metrics, CEOs and other corporate leaders often want real, hard numbers.

When Proctor & Gamble adds new laundry detergents to reach part of the market, the company has created flanker brands.

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

An implied corporate name contains recognizable words or word parts that suggest what the company does.

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

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

Corporate logos: