Which type of brand name does not reflect the companys goods or services overt implied conceptual iconoclastic?

Chapter 2 Corporate Image and Brand Management

1) Gucci has the image of being a high fashion brand.

Answer: TRUE

Diff: 2Page Ref: 24

2) A firm's image is based on the feeling consumers and businesses have about the overall

organization and its individual brands.

Answer: TRUE

Diff: 1Page Ref: 25

Objective: 2-1

3) Effective marketing communications are based on a clearly defined corporate image.

Answer: TRUE

Diff: 1Page Ref: 26

Objective: 2-1

4) What a firm's employees believe about the company's image is far more important than what

consumers think.

Answer: FALSE

Diff: 2Page Ref: 26

Objective: 2-1

5) According to a study by Edelman Asia pacific, perceptions of how the firm dealt with

customers ranked as the most important component of corporate image.

Answer: FALSE

Diff: 3Page Ref: 26

Objective: 2-1

6) Perceptions of a corporation's image are based solely on price and quality.

Answer: FALSE

Diff: 2Page Ref: 26

Objective: 2-1

7) A corporate image contains both visible and intangible elements.

Answer: TRUE

Diff: 1Page Ref: 27

Objective: 2-1

8) An organizational policy to actively recruit minority employees would be an element of a

company's image.

Answer: TRUE

Diff: 2Page Ref: 27

Skill: AACSB: Multicultural and diversity

Objective: 2-2

1

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall

Integrated Advertising, Promotion, and Marketing Communications 8e (Clow/Baack)

Chapter 2 Corporate Image and Brand Management

1) When Domino's Pizza sought to increase sales and return customers, one key tactic was to:

A) raise prices.

B) enter new markets.

C) change the brand.

D) buy the largest competing pizza chain.

Answer: C

Difficulty: Moderate

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 2.1 How does a brand's image affect consumers, other businesses, and the company itself?

2) The feelings consumers and businesses have about a brand is:

A) the result of its advertising program impact.

B) brand equity.

C) brand image.

D) brand persona.

Answer: C

Difficulty: Easy

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 2.1 How does a brand's image affect consumers, other businesses, and the company itself?

3) The brand image of an automobile manufacturer such as Porsche, Mazda, Toyota, or Ford

might be based on each of the following except:

A) evaluations of vehicles.

B) whether the company is foreign or domestic.

C) economic conditions.

D) customer views of company advertising and the local dealership.

Answer: C

Difficulty: Easy

Skill: Application

AACSB: Application of knowledge

LO: 2.1 How does a brand's image affect consumers, other businesses, and the company itself?

4) Which is not part of a brand image?

A) Tangible elements

B) Intangible elements

C) What the company stands for as well as how it is known in the marketplace

D) Governmental regulations that affect the company

Answer: D

Difficulty: Easy

Skill: Definition (Concept)

AACSB: Application of knowledge

LO: 2.1 How does a brand's image affect consumers, other businesses, and the company itself?

1

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Which type of brand name does not reflect the company's goods or services?

Which type of brand name does not reflect the company's goods or services overt implied conceptual iconoclastic?

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