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59 Cards in this Set

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Company environmental policies, ideas, and beliefs along with the company's culture are all part of which elements of an image?
intangible
Lucent Technologies, Google, and Krispy Kreme are all examples of which type of name?
conceptual
When a brand is well-known by consumers and has desired attributes, what characteristic is present?
salience
The Playboy Bunny logo, the Golden Arches, and the Starbucks mermaid are examples of which IMC advantage?
stimulus codability
The belief that a Lexus is a different and better automobile that other comparably priced cars is an example of:
brand equity
If Lipton wanted to know if the company's brand name Brisk was creating recognition and recall, the method used to study the question would be called:
brand metrics
Proctor and Gamble often creates a series of laundry detergents with separate names in individual countries, which means the company uses which approach?
flanker brands
The name NutraSweet appears on a variety of products, indicating which strategy has been successful?
ingredient branding
The Sears Craftsman name is an example of a:
private brand
If consumer's believe that Motel 6 is a low price, medium quality hotel and that the Hyatt is a higher priced, higher quality hotel, each is a viewpoint about the company's:
positioning
The most important viewpoints about the image of a company are held by company employees.
F
Big Macs, Whoppers, or Subway sandwiches are forms of intangible elements of each company's image.
F
Trying to build on an old image while creating new and desirable aspects is called image resurrection.
F
Monstor.com and Ikea are examples of iconoclastic names.
T
If a brand has salience to a consumer, that person would be willing to recommend the product to family and friends.
T
If a large set of consumers believes Applebees is different and better than other competitors, such as TGIFridays, then the Applebees has an advantage called brand parity.
F
Studying the revenue created by a private brand as compared to the name brand is an example of using a brand metrics technique.
T
The name Shoebox, as it is sold in Hallmark stores, is an example of a brand extension.
F
Warranties and legal warnings are typically not printed on a product's label.
F
The Prudential Rock is an example of a cultural symbol that helps create positioning.
T
A physical product contains three or four elements. Name them.
The brand name, logo, package, and label.
Name the different ways to create product positioning.
Use of attributes, competitors, use or application, price-quality relationship, product users, product class, and cultural symbols may all be part of positioning.
What is based on the feeling consumers have about an overall organization and its individual brands?
image
What are the two main elements of a corporate image?
tangible and intangible
The overall banner under which all other operations occur is the corporate:
name
A symbol that is used to identify and company and its brand is a:
logo
hich is assigned to an individual good or service or to a complementary group of products?
brand
The perception that a brand is both different and better is called brand:
equity
Ingredient branding, cooperative branding, and complementary branding are all forms of:
co-branding
When a company has a proprietary brand marketed exclusively in its own outlets, it is called a(n):
private brand
The item that identifies the product, gives information about content, and meets any other legal requirement is a:
label
The process of creating a perception in the consumer's mind regarding the nature of a company and its products relative to the competition is:
positioning
A corporation's image is only based on visible, tangible elements.
False
A positive corporate image can have benefits to consumers, other companies, and internal employees.
True
It is relatively easy to change a corporate image.
False
Logos with high degrees of meaning within a culture have a characteristic known as stimulus codability.
True
When a series of products are all offered under one brand name, it is called a family brand.
True
Attempting to measure the return on investment in a brand is done through a brand matrix.
False
Moving a successful brand name to a new set of products within the company is called brand extension.
True
When one brand is placed into other brand, such as Intel with IBM, the approach is called cooperative branding.
False
Another name for a private brand is a private label.
True
Positioning is solely based on a product's relationship to other products carried by the same company.
False
What are the four types of corporate names?
Overt names, implied names, conceptual names, and iconoclastic names.
What is the difference between a brand extension and a flanker brand?
A brand extension places the same name on a new line o f products; a flanker brand is a separate name for a new product in the same line or type of products.
The development of a new brand by a company in a good or service category in which it currently has a brand offering.
Flanker brand
offering two or more brands in a single marketing effort.
Co-Branding
A form of no-branding In which the name of one brand is placed within another brand
Ingredient branding
branding A form of no-branding In which two firms create anoint venture of two or more brands into a new good or service.
Cooperative
A form of go-branding in which the marketing of two brands together encourages co-consumption or co-purchases.
Complementary branding
(also known as private labels) propriety brands marketed by an organization and normally distributed exclusively within the organization's outlets.
Private brands
The process of creating a perception In the consumer's mind about the nature of a company and its products relative to the competition. It is created by the quality of products, prices charged, methods of dissolution, image, and other factors.
Positioning
Names generally assigned to a good or service or a group of complementary products."
brands
When consumers are aware of the brand, have it in their consideration sets (things they consider when making purchases), regard the product and brand as a good value, buy it or use it on a regular basis, and recommend it to others."
salience
When a company offers a series or group of products under one brand name."
family brand
A set of brand assets that add to the value assigned to a product."
brand equity
Measures of returns on brand investments."
brand metrics
The use of an established brand name on goods or services not related to the core brand.
brand extension
None
Overallconsumer perceptions or end-user feelings toward a company along with its goods and services.
image
"
Items that easily evoke consensually held meanings within a culture or subculture.
stimulus codability