Exam 2: Corporate Image and Brand Management

Iconoclastic brand names:

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

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

The revenue premium approach to estimate brand equity involves determining the financial value of the company through stock valuation with an estimate of the portion of the value allocated to brand equity and not physical assets.

What are the four types of brand names?

Define family brand, brand extension, and flanker brand.

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

A conceptual brand name captures the essence of what a company offers, but does not reveal it directly.

Describe the differences between brand extensions and flanker brands.

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

When brand equity is measured using stock valuation with an estimate of the portion of the value allocated to brand equity and not physical assets, the method is:

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

Describe overt and implied brand names.

McDonald's arches create shared meaning across consumers in the United States and around the world, which means the arches exhibit:

The joint venture of two or more brands into a new good or service is:

Developing a strong brand begins with discovering why consumers buy a brand as well as repurchase the brand.

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.

Quality logos and brand names should be easily recognizable, and evoke positive feelings.

Which is not true concerning brand equity?