Corporate Image and Brand Management Test Questions

Integrated Advertising, Promotion, and Marketing Communications, 6e (Clow/Baack)
Chapter 2 Corporate Image and Brand Management

1) Applebee's rebuilt its brand by acquiring IHOP.
Answer: FALSE
Diff: 2
Question Tag: Definition (Concept)
Objective: 2-1

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: 1
Question Tag: Definition (Concept)
Objective: 2-1

3) Effective marketing communications are based on a clearly defined corporate image.
Answer: TRUE
Diff: 2
Question Tag: Critical Thinking
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: 2
Question Tag: Definition (Concept)
Objective: 2-1

5) The most important component of a corporate image is likely to be customer perceptions of how a firm deals with them.
Answer: TRUE
Diff: 1
Question Tag: Definition (Concept)
Objective: 2-1

6) Perceptions of a corporation's image are based solely on price and quality.
Answer: FALSE
Diff: 2
Question Tag: Definition (Concept)
Objective: 2-1

7) A corporate image contains both visible and intangible elements.
Answer: TRUE
Diff: 1
Question Tag: Definition (Concept)
Objective: 2-1
8) An organizational policy to actively recruit minority employees would be an element of a company's image.
Answer: TRUE
Diff: 2
Question Tag: Definition (Concept)
AACSB Categories: AACSB: Multicultural and diversity understanding
Objective: 2-1

9) From the consumer's perspective, corporate image provides psychological reinforcement and social acceptance of a purchasing decision.
Answer: TRUE
Diff: 1
Question Tag: Definition (Concept)
Objective: 2-1

10) A positive corporate image can reduce search time when a consumer is making a buying decision.
Answer: TRUE
Diff: 1
Question Tag: Definition (Concept)
Objective: 2-1

11) While a corporation's image plays a key role in