Exam 2: Corporate Image and Brand Management

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.

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

When Applebee's Neighborhood Bar and Grill faced declining sales in 2008, efforts were made to:

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

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

Brand infringement occurs when:

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

A recent trend in brand building has been to incorporate social media.

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

In terms of co-branding, the highest risk strategy is:

A customer's belief in the efficacy and reliability of a brand that has been established over time through personal experience is:

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

FedEx and International Business Machines (IBM) are examples of:

When business travelers began to view Holiday Inn as outdated with old decor, the management team remodeled many properties and terminated contracts with proprietors that did not meet the new standards.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:

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:

Which type of brand name is unique, different, and memorable without suggesting the company's goods or services?

Using a standardized global brand offers all of the following advantages, except:

Complementary branding is:

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

When a company's marketing team introduces a new brand within a product category where it already has brands in an effort to appeal to target markets the team believes is not being reached by the company's current brand, which is being used?