Deck 14: Branding and Packaging

Question 1

Explain the differences between brand marks and trademarks and give examples of each one in use.

Answer 1

The element of a brand that is not made up of words but is often a symbol or design is called a brand mark. Occasionally, brand marks are modified for local markets. A trademark is a legal designation indicating that the owner has exclusive use of a brand or a part of a brand, and that others prohibited by law from using it. To protect a brand name or brand mark a company must register it as a trademark with the appropriate patenting office. Finally, a trade name is the full and legal name of an organization rather than the name of a specific product.

Question 2

What steps should a marketer take to protect a brand name from use by others?

Answer 2

Marketers need to design brands that can be protected easily through registration. Among the most difficult to protect are generic words, such as aluminium foil, surnames and descriptive geographic or functional names. Because of their designs, some brands can be legally infringed upon more easily than others. Although registration provides trademark protection, a company should develop a system for ensuring that its trademarks will be renewed as needed. To protect its exclusive rights to a brand, the company must make certain that the selected brand is not likely to be considered an infringement on any existing brand already registered with the relevant patent office. This task may be complex because infringement is determined by the courts, which base their decisions on whether a brand causes consumers to be confused, mistaken or deceived about the source of the product.

Question 3

Using Figure 14.6, explore how Tetra Pak promotes the functionality and applicability of its cartons.

Answer 3

As package designs improve, it becomes harder for any one product to dominate because of packaging. However, marketers still attempt to gain a competitive edge through packaging. This question asks students to examine the form of packaging, its primary and secondary use, its category and its handling to get an impression of the different aspects of packaging design and use.

Question 4

When a customer is aware that a brand exists and considers it a possibility if his preferred brand is out, he exhibits brand:

A) loyalty.
B) insistence.
C) preference.
D) acknowledgement.
E) recognition.

Question 5

How do sellers benefit from the use of brand names and brand marks?

Question 6

What degree of brand loyalty is the strongest and most desired by marketers?

A) Preference
B) Requirement
C) Awareness
D) Insistence
E) Recognition

Question 7

McDonald's golden arches are an example of a:

A) brand.
B) brand symbol.
C) brand name.
D) brand mark.
E) trademark.

Question 8

Discuss when marketers might use category consistent packaging over secondary use packaging.

Question 9

Discuss the issues marketers should consider when selecting a brand name. Give specific examples.

Question 10

The part of a brand that can be spoken including letters, numbers, and words is the:

A) brand.
B) brand mark.
C) brand name.
D) trade name.
E) trademark.

Question 11

The full and legal name of an organization is called the:

A) trademark.
B) legal title.
C) organizational name.
D) brand name.
E) trade name.

Question 12

Brands provide all of the following benefits for buyers except that they do not:

A) foster brand loyalty.
B) help identify specific products.
C) help buyers evaluate the quality of products.
D) offer psychological rewards.
E) reduce perceived risk of purchase.

Question 13

In what ways can packaging be used strategically?

Question 14

The weakest level of brand loyalty is brand:

A) recognition.
B) insistence.
C) equity.
D) trial.
E) preference.

Question 15

The value, measured in either marketing or financial terms, associated with a brand's strength in a market is referred to as brand:

A) loyalty.
B) value.
C) share.
D) equity.
E) association.

Question 16

What are the major functions of a label?

Question 17

A distinguishing factor between a brand name and a brand mark is that a brand name:

A) creates customer loyalty.
B) consists of words.
C) identifies only one item in the product mix.
D) is registered with the U.S. Patent and Trademark Office.
E) implies an organization's name.

Question 18

What is the relationship between brand loyalty and brand equity?

Question 19

Brand ____ is a customer's favourable attitude toward a specific brand and, depending on its strength, some likelihood of the consistent purchase of this brand.

A) loyalty
B) equity
C) awareness
D) personality
E) quality

Question 20

What functions do packages perform? Why are packaging considerations important to marketers?

Question 21

The overall challenge for marketers when developing packaging is to:

A) make it as attractive as possible to the target market of the product.
B) create effective, convenient packaging that appeals to customers and keeps costs low.
C) find ways to reduce costs as much as possible for packaging without letting safety suffer.
D) always be more innovative than the competitors in order to make a product stand out.
E) ensure that product damage is minimized during distribution.

Question 22

The development of a container and graphic design for a product is called:

A) licensing.
B) labelling.
C) preparing.
D) packaging.
E) distributing.

Question 23

Many manufacturers that produce their own brand:

A) also produce generic versions of their products.
B) sell only to outlets bearing their brand name.
C) receive most of their profits from service work.
D) use low prices to build their perceived brand quality.
E) also produce products for private distributor brands.

Question 24

The major characteristic of a private brand is that:

A) only retailers initiate and own the brand.
B) manufacturers are not identified on the product.
C) producers become involved with the marketing mix.
D) producers price the product.
E) wholesalers encourage producers to make the product available.

Question 25

Brand recognition exists when a customer is aware that the brand exists and views it as an alternative to purchase if the preferred brand is unavailable or if the other available brands are unfamiliar to the customer.

Question 26

Which of the following should be the least important concern for marketers when selecting a brand name?

A) Choosing a name that is easy to say and recall
B) Positively suggesting the product's major benefits
C) Designing a name that can be used in all different types of media
D) Developing an advertising campaign to introduce the name
E) Checking to see if the name is already trademarked by another company

Question 27

An agreement in which one company allows another to use its brand on other products for a fee is called:

A) co-branding.
B) brand extension.
C) brand licensing.
D) trademark licensing.
E) cooperative branding.

Question 28

A package that can be used again for a different purpose than its original function is called a:

A) reusable container.
B) innovative package.
C) second-round package.
D) secondary-use package.
E) dual purpose package.

Question 29

The most important function of packaging is:

A) offering convenience to customers.
B) protecting the product and maintaining its functionality.
C) covering the product.
D) communicating information to the customer.
E) attracting the attention of the customer.

Question 30

Compared to creating and developing a brand from scratch, a firm sometimes buys a brand from another company at a premium price because outright purchase is:

A) more challenging strategically.
B) less time consuming.
C) less risky.
D) less expensive.
E) less expensive and less risky.

Question 31

Brand equity is a customer's favourable attitude toward a specific brand and, depending on strength, some likelihood of consistent purchase of the brand when needs for a product in this product category arise.

Question 32

Every aspect of a brand is subject to a marketer's control.

Question 33

Private distributor brands are owned by:

A) manufacturers only.
B) manufacturers and retailers.
C) wholesalers only.
D) manufacturers and wholesalers.
E) wholesalers or retailers.

Question 34

Labelling is important for three specific reasons, including promotional and legal reasons. What is the third reason?

A) Marketing
B) Branding
C) Strategy
D) Informational
E) Packaging

Question 35

Individual-sized boxes and packages that do not require refrigeration are both benefits of the ____ function of packaging.

A) protection
B) reusability
C) cost effectiveness
D) safety
E) convenience

Question 36

The package design of a bag of flour would most likely be criticized for being:

A) unsafe to the environment.
B) unsafe to the user.
C) deceptive.
D) functionally deficient.
E) well suited for multiple-unit packaging.

Question 37

Which of the following statements about labelling is false?

A) The label can be used to facilitate the identification of a product.
B) Labels do not have to disclose nutritional information.
C) The label indicates the quality of the product.
D) Labelling is used to describe the product.
E) The label can play a promotional function.

Question 38

Twin-packs and six-packs are examples of:

A) family packaging.
B) group packaging.
C) package bundling.
D) family branding.
E) multiple packaging.

Question 39

Brand preference is a degree of brand loyalty in which a customer definitely prefers one brand over competitive offerings and will purchase this brand if available.

Question 40

Brand insistence is the degree of brand loyalty in which a customer strongly prefers a specific brand, will accept no substitute, and is willing to spend a great deal of time and effort to acquire that brand.

Question 41

Decisions regarding the shape and texture of a package are influenced by whether the product will be used by males or females.

Question 42

A generic brand indicates only the product category.

Question 43

Traditional ketchup bottles create functional problems for the user.

Question 44

Recently, buyers have shown an unwillingness to pay more for improved packaging.

Question 45

The use of darker colours in packaging design makes the package appear smaller to consumers.

Question 46

Brand equity helps give a brand the power to capture and maintain a consistent market share, which provides stability to an organization's sales volume.

Question 47

Packages are always secondary ingredients of a marketing strategy.

Question 48

Marketers must follow packaging technology and legislation to make modifications that ensure consumer safety.

Question 49

To try to be creative in developing a label is not worth the effort; most people prefer products to be labelled only with the brand name and relevant consumer information.

Question 50

Multiple packaging interferes with handling and storage of products.

Question 51

A package can be used to attract customers' attention.

Question 52

Package safety or convenience features can perform a promotional role.

Question 53

Individual branding facilitates market segmentation.

Question 54

Labelling and packaging are closely interrelated.

Question 55

Labelling is used to perform only two roles: to promote and to inform.

Question 56

Brand licensing gives a company the ability to gain more revenue and low-cost or free promotional exposure.

Question 57

Four major elements underlie brand equity including brand name awareness, brand loyalty, perceived brand quality, and brand associations.

Question 58

Marketers may use brand names that have absolutely no meaning to avoid negative connotations.

Question 59

Brand names should be different from the company name to avoid confusion.

Question 60

When a firm's packages are designed to appear to be quite similar, the firm is using family packaging.