1. How important are "Brands" and Who designed the Nike emblem and how much did it cost Nike founder in $

2. According to your text, what were the findings of Yankelovich and Partners with respect to Americans distrust of businesses?

3. A company must decide how it wants to deliver its message by using what two steps? Explain

4. When discussing communication, In a short paragraph, explain and give an example of "Indirect and "Direct Communication"

5. When it comes to "Identity Management", how many steps did your text book list and which of those steps focuses on deciding new "symbols" and "names" for a product or brand?

6. Part II to question #5. Which steps focuses on goal setting and who should set those goals?

7. What percent of companies used external PR firms and list four reasons why?

8. What does the term "flak" mean and how did it come to be?

9. "Diagnosing the organization's reputation" is the third step of what strategy?

10. In 200 words, discuss the importance of "Change"

Note: Each question is based on the content in your text book for this course (Argenti (2013).