Imc Test 2 Chapter 2

Front 1

Role of a Corporate Image - consumer perspective

Back 1

assurance in unfamiliar settings
assurance where little experience
reduction in search time
psychological reinforcement and social acceptance

Front 2

the role of a corporate image - business to business perspective

Back 2

risk reduction
search time reduction
psychological reinforcement and social acceptance
reduces risk and uncertainty in international transactions

Front 3

the role of a corporate image - company perspective

Back 3

positive feelings to new products
ability to charge a higher price
consumer loyalty
positive word of mouth
attract quality employees
favorable financial ratings

Front 4

Rejuvenating an image

Back 4

Remain consistent with a previous image while at the same time building to incorporate new elements to expand the firm's target audience

Front 5

Promoting the right image

Back 5

a brand's market position indicates its image

Front 6

Changing an image

Back 6

necessary when target market have begun to shrink or disappear or the firm's image no longer matches industry trends and consumer expectations

Front 7

Corporate name

Back 7

overall banner under which all operations occur

Front 8

overt names

Back 8

midwest airlines and BMW

reveals what a company does

Front 9

implied names

Back 9

FedEx and IBM

contain recognizable words that convey what the company does

Front 10

conceptual names

Back 10

google and krispy creme

capture the essence

Front 11

iconoclastic names

Back 11

monster and fathead

Unique, different, memorable

Front 12

Corporate logo

Back 12

symbol used to identify a company and its brands

important for in-store shopping

Front 13

stimulus codability

Back 13

when a logo elicits a consensual meaning among customers

Front 14

logos should meet these 4 criteria

Back 14

recognizable
familiar
stimulus codability
evokes positive feelings

Front 15

benefits of logo recognizability

Back 15

aids in recall of brand
aids in recall of advertisements ]
reduces shopping effort
reduces search time and evaluation of alternatives

Front 16

developing a strong brand name

Back 16

begins with understanding why consumers buy a brand

Front 17

4 questions to help develop a strong brand name

Back 17

what are the most compelling benefits
what emotions are elicited either during or after the purchase
what one word best describes the brand
what is important to consumers in the purchase of the product?

Front 18

two important processes help establish stronger brand prestige

Back 18

repetitious ads
associated with the product's most prominent characteristic

Front 19

family brand

Back 19

a company offers a series of products under one brand name

black & decker

Front 20

brand equity

Back 20

set of characteristics that are unique to a brand

a perception that a good or service with a given brand name is different and better

Front 21

brand equity creates 3 benefits

Back 21

higher prices and margins

channel power and shelf space

reduces switching and erosion of market share

Front 22

brand extension

Back 22

the use of an established brand name on goods or services

might or might not be related

nike and clothes

Front 23

flanker brand

Back 23

development of a new brand by a company in which it currently has a brand offering

tide and cheer

help reach different target markets

Front 24

co branding

Back 24

succeeds when it builds the brand equity of both brands

Front 25

ingredient branding

Back 25

placement of one brand within another

intel chips

Front 26

cooperative branding

Back 26

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

best buy and sony

Front 27

complementary branding

Back 27

marketing of two brands together to encourage co-consumption

seagrems 7 and 7-up

milk and oreos

Front 28

private brands

Back 28

proprietary brands marketed by an organization and normally distributed exclusively withing the organizations outlets

Front 29

packaging

Back 29

the last opportunity to make an impression on the consumer

70% of purchases are made in the store

Front 30

labels

Back 30

must identify product and information about content'

may be only distinguishing feature of a product

Front 31

positioning approach

Back 31

relative to competition

exists in the mind of the consumer