IR2 Unit 2 Reading I Reading Comprehension Questions

Branding is the process of equating a product with an idea or image.

• True

• False

Answer explanation

Paragraph 1: They must equate your product with some larger idea that has nothing to do with shoes--beauty, wealth, or even world peace.

Ranchers brand animals by burning marks into their skin.

• True

• False

Answer explanation

Paragraph 2: The term "brand" comes from the practice of using a hot iron to burn a distinctive mark into the skin of a cow or a horse.

Rolls-Royce is no longer a British corporation.

• True

• False

Answer explanation

Paragraph 3: When the German company BMW bought the Rolls company in 1998, they were careful to change nothing.

The Rolls-Royce brand has lost revenue because it is associated with old things.

• True

• False

Answer explanation

Paragraph 3: People equate the name Rolls-Royce, for example, with classic luxury.

In many countries, people don't like to buy products with foreign brand names.

• True

• False

Answer explanation

Paragraph 4: In its home culture, the brand many benefit from being a sort of national treasure; however, it may suffer overseas from being a symbol of foreignness.

NASCAR is a political organization that has created a brand.

• True

• False

Answer explanation

Paragraph 5: NASCAR (the National Association for Stock Car Auto Racing) is in business to organize auto races and sell related products, but its brand is about much more than that.

People often presume a person fits the image of a brand because he or she uses the brand's product.

• True

• False

Answer explanation

Paragraph 7: A customer might buy Nike shoes because she considers herself a no-nonsense athlete--and she wants others to presume this, too.

Harley-Davidson Motorcycles are manufactured outside the United States.

• True

• False

Answer explanation

Paragraph 8: Its American-Manufactured motorbikes are promoted as a symbol of patriotism.

The Harley-Davidson brand is associated with classic luxury.

• True

• False

Answer explanation

Paragraph 8: Its American-manufactured motorbikes are promoted as a symbol of patriotism. Herley has also managed to turn its motorcycles into symbols of opposition to mainstream cultural values.

Some people have Harley-Davidson symbols tattooed on their skin.

• True

• False

Answer explanation

Paragraph 8: I mean, we've taken it to the ultimate, where a lot of our customers have a [Harley-Davidson] tattoo on their body so they really feel very special and connected with the brand.