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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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