ITPEC IP April 2020 Question 69
ITPEC IP April 2020 — Question 69 of 100
Improving the corporate brand aims to create competitive superiority by making the company name imply trusted quality in its products and services. Favorable associations can influence customer choice across multiple offerings and strengthen loyalty.
Answer (b)
Why not others:
- unique skills that provide unmatched value describe core competence
- communicating values to gain stakeholder empathy describes corporate identity or public relations
- distributor-led low-price unique products describe private-brand merchandise
Key rule: A corporate brand transfers reputation and perceived quality from the organization itself to its products and relationships.
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