CHAP 2

What is the key concept Michelin associates with its brand?

• Speed

• Safety and reliability

• Luxury

• Technology

Which of the following is an intangible element of a brand image?

• Packaging

• Corporate culture

• Logo

• Retail outlets

A primary benefit of a strong brand image for consumers is:

• Longer decision-making time

• Higher prices

• Reduced search time in making decisions

• Lower confidence in product quality

Which brand name category refers to names that convey what a company does?

• Overt names

• Implied names

• Conceptual names

• Iconoclastic names

The word 'Google' originated from:

• A Latin phrase

• A Danish phrase

• A joke about search engines

• A famous book

What type of branding strategy uses an established brand to introduce a new product?

• Family branding

• Brand extension

• Co-branding

• Private branding

Which of the following is NOT a test of a quality brand logo?

• Recognizable

• Consistent with target market meaning

• Complicated design

• Evokes positive feelings

Logos are important because they help with:

• Increasing product prices

• Reducing shopping effort and search time

• Increasing brand parity

• Legal disputes

Rejuvenating a brand’s image is important to:

• Keep the brand relevant to both new and existing customers

• Completely change the brand’s identity

• Reduce marketing efforts

• Decrease customer loyalty

Which is NOT a recommended step in building a powerful brand?

• Offering authenticity

• Creating awareness

• Limiting customer engagement

• Building trust