Deck 21: Trademarks and Packaging

Question 1

Advice that Al and Laura Ries offer for brand naming is that the name should be all of the following EXCEPT:

A)simple.
B)created from scratch.
C)short.
D)uniquely pronounceable.
E)alliterative.

Answer 1

D

Question 2

The federal act that protects the owner of a trademark from people who would lessen its distinctiveness by the use of the same or similar trademarks on similar or dissimilar products or services.

A)Lanham Act
B)Federal Trademark Dilution Act
C)Anticounterfeiting Consumer Protection Act
D)Trade-Mark Act
E)Millennium Digital Copyright Act

Answer 2

B

Question 3

A good logo should last at least:

A)3 years.
B)5 years.
C)10 years.
D)20 years.
E)should never have to change

Answer 3

C

Question 4

Characteristics associated with the United States Patent and Trademark Office include all of the following EXCEPT:

A)formerly known as the Patent and Trademark Office.
B)maintains the Principal Register.
C)protects all trademarks globally.
D)reviews all trademark applications for federal registration.
E)determines if applications meet federal registration requirements.

Question 5

If you were trying to select a strong brand name that would aid marketing objectives, your authors suggest that you NOT do which of the following?

A)differentiate your product from that of the competition
B)describe the product so prospects know exactly what to expect
C)choose a common, easily understandable word
D)choose a name that is compatible with the product
E)choose a name that is easily pronounced and memorable

Question 6

The essence of a company, product, or service forming the foundation of any brand, it its

A)equity.
B)marks.
C)name.
D)strategy.
E)packaging.

Question 7

Which of the following would NOT be true of a trade name?

A)applies to a business as a whole
B)can take the possessive form
C)is the same as a service mark
D)is a proper noun
E)does not require a generic form

Question 8

If a court has to decide trademark infringement, which of the following apparently does NOT enter into its considerations?

A)similarity of the marks
B)damage to either company's image
C)proximity of the parties' products
D)quality of the alleged infringer's products
E)distinctiveness of the complainant's mark

Question 9

Which of the following would NOT pertain to trademarks?

A)identify products and services so as to distinguish from those of other organizations
B)is the same as a trade name
C)in a word, design, or combination used by an organization that identifies its brand and distinguishes it from others
D)may also be called service marks when identifying a service
E)Formats range from letters and numbers to clothing and even sound.

Question 10

The MOST likely way a firm can lose a trademark is if it:

A)does not use it in connection with an actual product.
B)does not make it distinctively different on comparable goods.
C)indicates a quality the product does not have.
D)is merely descriptive.
E)fails to protect it.

Question 11

Corporate identity or a corporate mark encompasses all of the following EXCEPT:

A)corporate history.
B)corporate vision.
C)corporate expansion of avenues of communication.
D)corporate reputation.
E)corporate personality.

Question 12

The building blocks of a brand identity system do NOT include:

A)company consolidation programs.
B)company trademarks.
C)company taglines.
D)company name.
E)company logo.

Question 13

General Electric has a model branding strategy that includes a number of steps. The step that is between making a promise and being consistent is:

A)create a memorable trademark.
B)effectively communicate the promise.
C)do not get boring.
D)work on logo.
E)pick a distinctive name.

Question 14

An Interbrand corporate study revealed all of the following EXCEPT:

A)about 60 percent of naming projects lasted four months or less.
B)about 19 percent of those surveyed thought fabricated names will remain popular.
C)about 9 percent saw a trend in adopting names that reflect a company's heritage.
D)about 57 percent saw a trend toward so-called real names-either as a single or compound word.
E)80 percent of naming projects lasted 90 days or less.

Question 15

Which of the following were once trademarks but have now become descriptive words used for similar products?

A)Kodachrome
B)A)1. steak sauce
C)nylon
D)Tabasco
E)PC

Question 16

Although still very relevant, the overall value of a company name has diminished for which of the following reasons?

A)the bursting of the dot-com bubble
B)divergence
C)globalization
D)Most words in the dictionary have been registered and trademarked.
E)the iPhone

Question 17

Evidence a court would NOT consider to determine trademark infringement would include:

A)proximity of the parties' products.
B)likelihood of the complainant's bridging the gap between noncompeting products.
C)quality of the alleged infringer's products.
D)similarity of the parties' trade channels and advertising methods.
E)its being based on a common word.

Question 18

An example of a well-chosen alliterative brand names is:

A)Weight Watchers.
B)the Home Depot.
C)Kentucky Fried Chicken.
D)Folks Southern Kitchen.
E)Baby Gap.

Question 19

General Motors is the company that makes Chevrolet. GM would be referred to as a ________, while Buick would be a ________.

A)trademark; trade name
B)trade dress; trademark
C)trade name; trademark
D)service name; service mark
E)logo; logotype

Question 20

Naming is quite a challenge because legally available names are:

A)meaningless.
B)forgettable.
C)indistinguishable.
D)in short supply.
E)often unclear.

Question 21

Of the various categories of trademark forms, which is supposed to be the hardest to remember and the easiest to imitate and confuse?

A)pictorial
B)dictionary words
C)numbers and initials
D)coined words
E)geographical names

Question 22

Which of the following helps to develop global brand identities and names?

A)Identica
B)Linguistic Architecture
C)AVANTIC
D)Namelab
E)Accenture

Question 23

Which of the following is NOT a trend in package design?

A)used to shore up store brands
B)helps establish a high quality image for upscale, private-label brands
C)designed to suit convenience of manufacturer
D)will become even more consumer friendly in terms of opening, using, and reclosing
E)is responding to a more sophisticated, discriminating consumers

Question 24

For a trademark to be successful, regardless of its form, it must:

A)be avant-garde.
B)offset the manufacturer's product and image.
C)be distinctive and complement the product and image.
D)be inoffensive.
E)be sophisticated looking.

Question 25

In the process of selecting a memorable new name for a product, after you have thoroughly described whom you are targeting with the name, the next step is to:

A)build a list of new names.
B)test the name with selected publics before using it.
C)list names you like and the names you do not like.
D)pick your favorites.
E)combine name parts and words.

Question 26

If you are contemplating a name for a product, even though there is no single procedure that is best for all, the most logical first step would be to:

A)commission a legal search of registered names.
B)begin the name-generation process.
C)meet with senior management to discuss the direction of the company, its value, and image.
D)do a linguistic analysis to determine whether names will work well in foreign languages.
E)determine the stylistic components necessary.

Question 27

The most risky aspect of changing product packaging for Nestlè's KitKat candy was about being sure to:

A)make food safety the number one consideration.
B)accommodate aesthetics in its design.
C)consider emotional attachment to the packaging.
D)consider the versatility of the packaging.
E)ensure the prevalence of orange wrappers in the candy aisle.

Question 28

Which of the following would NOT be characteristic of trademarks derived from geographical names?

A)Many are old trademarks and have acquired secondary meaning.
B)The law looks favorably on allowing a person or company exclusive rights to use a geographical name in connection with a new product.
C)Often the word brand follows the geographical name.
D)eligible for legal protection if they convey a fanciful connotation of a geographical setting rather than suggest a product is made there
E)can be combined with dictionary words to create more powerful trademarks

Question 29

Prior to 1900, the principal role for product packages was to:

A)serve as a promotional vehicle.
B)protect the product.
C)support retail store brands.
D)fit into the available selling space.
E)provide mandated government warnings.

Question 30

Which of the following prompted companies to more widely use packaging as a promotional tool?

A)realization that the label alone would fulfill that role
B)the precedent set by Uneeda biscuit
C)dramatically lowered ad budgets during the depression of the 1930s
D)the lack of paper at the onset of World War II
E)the increased budget allocation for promotion of packaged goods

Question 31

An example of a new brand with international appeal that communicates speed and ease of cleaning is:

A)Tropicanca Glacier drink.
B)Clorox.
C)Pledge.
D)Swiffer.
E)Tidy Wand.

Question 32

If you wanted naming assistance for a medical systems product, which company would you call?

A)Wavebreaker
B)Pyramis
C)Namestormers
D)Logomasters
E)Wordsmiths

Question 33

All of the following are among common considerations for successfully using packaging as a marketing tool EXCEPT:

A)the type of promotion and advertising for the package.
B)the relationship to other packages in a product line.
C)the history of the name of the product.
D)the type of product and function of the package.
E)the prime prospects for the product.

Question 34

Which of the following is NOT a factor that must be considered in packaging?

A)conducive to winning shelf space at the retail level
B)protects package contents
C)meets reasonable costs standards
D)uniquely configured dimensions or surfaces
E)practical and eye-catching

Question 35

Which of the following is NOT on the list of sources for trademarks?

A)dictionary words
B)psychological names
C)numbers and initials
D)coined words
E)personal names

Question 36

Protecting the ownership of a trademark would include all of the following EXCEPT:

A)always capitalizing the trademark word or setting it off in distinctive type.
B)always following the trademark with the generic name of the product or using the word brand after the mark.
C)allowing its use by anyone who wishes to be associated with the company that owns it.
D)not speaking the trademark word in the plural.
E)not using the trademark name in a possessive form.

Question 37

Making corporate name and identity changes can include all of the following financial costs EXCEPT:

A)for advertising the change.
B)for hiring brand identity companies.
C)for lost loyalty.
D)for changing logos on trucks and stationery.
E)for new uniforms.

Question 38

Which of the following would NOT be a characteristic of a coined word?

A)has a vowel next to a soft consonant
B)used after dictionary options are exhausted
C)It can be made phonetically pleasing, pronounceable, and short.
D)has a good chance of being legally protected
E)has a vowel between two hard consonants

Question 39

You have decided to develop a new product name. Which of the following is NOT part of the procedure you should follow?

A)summarize what you want the name to do
B)avoid use of software packages that offer word combinations
C)describe whom you're targeting with the name
D)test the new name before using it
E)conduct a trademark search

Question 40

The success of a trademark also depends on whether it:

A)easily conveys a package's design.
B)works with a number of advertising campaigns.
C)pleases a numbers of retailers.
D)simply is an isolated creative item.
E)easily conveys a package's size.

Question 41

The challenge for PepsiCo Inc.'s Tropicana Product juice division was:

A)the need to avoid mention of the parent company.
B)the need to differentiate types of orange juice.
C)to clearly communicate the concept of value pricing.
D)to use graphics effectively.
E)to check with its customers before introducing new packaging.

Question 42

In packaging research, if we try to determine whether a package is easy to open, close, and handle, we are focusing on:

A)consumer behavior.
B)structure.
C)imagery.
D)recognition.
E)simplicity.

Question 43

Good advice to follow in selecting a name for a fragrance: it should convey an actual benefit rather than an abstract promise.

Question 44

Dairy product packaging designers typically choose white because it:

A)is the most visible of colors.
B)signifies class and status.
C)signifies freshness and purity.
D)communicates vitality.
E)protects the milk from ultraviolet rays.

Question 45

A name conveys the essence of a company, product, or service forming the foundation of any brand.

Question 46

Trade identity grew rapidly after the Civil War but did not give rise to legislation until 1881 with enactment of the Trademark Act.

Question 47

Fifty years after the Lanham Act defined trademark and expanded the concept of infringement, the Federal Trademark Dilution Act provided a federal cause for action for owners of famous trademarks against those who would lessen the distinctiveness of such marks by using the same or similar trademarks on similar or dissimilar products or services.

Question 48

The law does not protect trademarks that are just descriptive and, therefore, fit many other products.

Question 49

As simple as it is, the best advice regarding using a trademark with a familiar word is to use it properly (with a generic classification), or it may suffer an untimely demise.

Question 50

For the cost-conscious manager, creating a well-designed package is simply about:

A)reminding the consumer at point of purchase.
B)reinforcing the purchase decision at the point of use.
C)reinforcing the quality image.
D)attracting the customer at point of purchase.
E)being a product expense.

Question 51

Which of the following, according to your text, would NOT be considered important for the successful use of packaging as a marketing tool?

A)determining the most attractive color for the package
B)the type of marketing channels to be used for the product
C)the relationship to the other packages in a product line
D)the prime prospects for the product
E)the typical consumer use of the product

Question 52

Which is NOT among the attributes of color and its role in packaging?

A)produces psychological reactions
B)works on people's subconscious mind
C)becomes too big an issue for marketing departments
D)produces pleasant or unpleasant reactions
E)can inform consumers about quality, value, and purity

Question 53

In the Package Value survey, which of the following was so intriguing?

A)the influence of a brand name alone
B)the amount of money paid to participants
C)the impact of packaging and a brand name
D)the impact of packaging alone
E)the role of impulse buying in a product's success

Question 54

It takes a brand identity system and a logo to connect a company to its attributes and positioning in the marketplace.

Question 55

Promoting abstract symbols as logos can be very costly and abstract logos are difficult to remember.

Question 56

Trademarks can also be called service marks (if used for a service), but a trademark is not the same as a trade name.

Question 57

Components that comprise a brand identity include all of the following EXCEPT:

A)slogans and jingles.
B)color.
C)place of origin.
D)symbols.
E)name and logo.

Question 58

According to Allen Anderson of Landor, which of the following is NOT a direction that may influence the future of brands?

A)return of marketer, instead of consumers, calling the shots
B)Because consumer interactions with brands occur everywhere, brand messages must be consistent and coordinated.
C)Brands will become stronger when their scope is narrowed.
D)Every point of contact should reinforce the brand, as should everyone in the organization.
E)Marketing tactics should be based on the understanding that a brand is a long-term asset.

Question 59

If you want to convey the feeling of elegance and sophistication for your product, you'd be wise to feature what color in your packaging?

A)white
B)black
C)yellow
D)red
E)green

Question 60

Today, a challenge is to have brand names that work globally.

Question 61

Today's packaged-goods marketing managers constantly face the critical task of justifying expenditures in terms of the potential return on investment (ROI).

Question 62

Product packaging on a supermarket shelf has about one-seventeenth of a second to attract a customer's attention.

Question 63

Even though most large advertisers have each ad checked for legal requirements including trademark protection, an advertising person is responsible for the use of trademarks, logos, and trade names in order to help protect them.

Question 64

A patent attorney usually charges about $100 to do a general preliminary screening of a name to determine whether it has been registered in the United States, and typically more than $1,000 per name for a more comprehensive U.S. trademark search.

Question 65

Most companies require notice of unregistered but claimed words and/or symbols as their trademark by using the TM symbol.

Question 66

Although the color yellow is used because it is so visible and makes a package look even larger than it is, it can also convey a cut-rate price image that can detract from the perceived quality of a product.

Question 67

Passed by Congress in 1946, the ________ defined a trademark, expanded the concept of infringement, permitted the registration of service marks, protected trademarks in continuous use for five years, and established that a registrant of a trademark owned that mark.

Question 68

There is not a single procedure everyone accepts for selecting names as perhaps the way used to choose the name for Anderson Consulting, now known as Accenture, indicates.

Question 69

Advertisers must use a trademark with a(n)________ classification so the trademark does not become the name of the product as has happened to companies that thought they owned the terms thermos, cornflakes, and linoleum.

Question 70

When considering new names for a product, a basic legal search should be made of each name to see whether someone else owns rights to it.

Question 71

Once a brand is assimilated into a culture, it has arrived and is no longer a trend.

Question 72

A(n)________ word is an original and arbitrary combination of syllables forming a word that may be used as a trademark.

Question 73

Remember, in naming a brand, a common or generic name is not unique unless it is created from scratch, such as is the case of Lexus and Kodak.

Question 74

The term ________ encompasses ways an organization distinguishes itself, from a new name and logo to the color of its packaging and even its buildings.

Question 75

The fact that a consumer can easily recognize a dictionary word in a brand name is a possible advantage.

Question 76

Marketers of food, health and beauty products, and over-the-counter drugs are realizing the package is the brand.

Question 77

The longer a trademark is associated with a brand, the more people recognize it and the greater it is.

Question 78

Reactions to packaging colors are intellectual rather than emotional.

Question 79

A(n)________ is the embodiment of a trademark or trade name in the form of distinctive lettering or design.

Question 80

The product package must protect its contents and must be reasonably priced.