Deck 13: Strategic Management of Branding and Packaging

Question 1

What is co-branding? Explain what makes co-branding effective.

Answer 1

Answer not provided.

Question 2

What is brand equity,and what are the major elements that underlie brand equity?

Answer 2

Answer not provided.

Question 3

A brand is best defined as a(n)____________________.

Answer 3

name,term,sign,symbol,design,or combination of these that identifies a seller's products.

Question 4

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

Question 5

What are the major functions of a label?

Question 6

Kleenex Boutique is a brand ____ of tissues made by the Kimberly-Clark Corporation.

A) mark
B) identification
C) name
D) guarantee
E) type

Question 7

Identify the advantages for a retailer of having a private distributor brand,and then explain how a manufacturer can benefit by producing private distributor brands.

Question 8

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

Question 9

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

Question 10

In what ways can packaging be used strategically?

Question 11

What is the relationship between brand loyalty and brand equity?

Question 12

What is brand loyalty? Explain the three degrees of brand loyalty.

Question 13

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

Question 14

Explain the differences between brand marks and trademarks.

Question 15

Why are brand names and brand marks important to the overall success of a product?

Question 16

McDonald's golden arches are a classic example of a

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

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

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 19

Discuss the branding policies marketers can use.What are the advantages and disadvantages of each?

Question 20

What major issues should be considered when designing a package?

Question 21

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 22

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 23

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

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

Question 24

Recently Jose went to a neighborhood grocery store to pick up a few items.When he looked for Old Spice Ultra deodorant,it was unavailable.Although there were a number of deodorant brands available,he did not buy any deodorant.Jose's behavior indicates that he most likely has what level of brand loyalty toward Old Spice Ultra deodorant?

A) Recognition
B) Resistance
C) Preference
D) Insistence
E) No brand loyalty

Question 25

The weakest level of brand loyalty is brand

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

Question 26

Healthy Choice is a ____ manufactured by ConAgra Foods,which is a ____.

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

Question 27

A trademark signifies

A) that the owner has exclusive use of a brand and others are prohibited from using it.
B) that a product was manufactured by a particular company.
C) the full and legal name of an organization.
D) the level of quality of a product based on its legally protected rights.
E) the inventive use of a brand name or brand mark to identify a company's products.

Question 28

Melissa needs some spaghetti sauce and always buy Ragu.However,her local supermarket is out of Ragu and since Melissa wants to get home to cook dinner she settles for Prego.Melissa has brand ____ for Ragu and brand ____ for Prego.

A) insistence; recognition
B) insistence; preference
C) loyalty; preference
D) preference; recognition
E) preference; loyalty

Question 29

Joe is an athlete who plays a variety of sports that all require various athletic shoes.He has a favorable attitude toward Nike shoes.This favorable attitude is called brand

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

Question 30

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 31

The three levels of brand loyalty from strongest to weakest are

A) preference,insistence,recognition.
B) insistence,recognition,preference.
C) insistence,preference,recognition.
D) recognition,preference,insistence.
E) insistence,preference,indifference.

Question 32

iPod is the ____ of the MP3 player made by Apple,Inc.

A) trade name
B) brand mark
C) trade label
D) brand
E) identifier

Question 33

Elements that help create brand equity include all of the following except brand

A) quality.
B) associations.
C) loyalty.
D) recognition.
E) awareness.

Question 34

Brand ____ is a customer's favorable 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 35

Brand name awareness is an important element of brand equity because a familiar brand is more likely to be in a customer's ____ than an unfamiliar brand.

A) inept set
B) loyalty set
C) preference group
D) brand group
E) consideration set

Question 36

The talking gecko used by Geico Insurance facilitates the development of

A) brand associations.
B) perceived brand quality.
C) product preference.
D) manufacturer brands.
E) product equity.

Question 37

A customer who really wants to buy a certain brand but will settle for others if her first choice is unavailable displays brand

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

Question 38

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 39

A customer must have a particular brand and will accept no substitutes.This is termed brand

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

Question 40

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 41

At one time,generic brands represented about 10 percent of all retail grocery sales.Today they account for

A) considerably less.
B) about 35 percent.
C) about the same.
D) up to 20 percent.
E) approximately 25 percent.

Question 42

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 43

A product that is simply labeled with the product category is considered a

A) private brand.
B) no-name product.
C) generic brand.
D) poor quality item.
E) lean manufacturer brand.

Question 44

A ____ brand usually requires a producer to become involved in distribution,promotion,and pricing decisions.

A) dealer
B) manufacturer
C) private distributor
D) store
E) wholesaler

Question 45

While grocery shopping at Albertson's grocery store,Janna sees a box that is plain in color and labeled cotton swabs.This is an example of

A) streamline packaging.
B) generic branding.
C) store branding.
D) individual branding.
E) category-consistent packaging.

Question 46

Old Navy sells only Old Navy labeled clothing in its retail stores.The Old Navy brand is not sold in any other outlet.Old Navy is a ____ brand.

A) generic
B) reseller
C) manufacturer
D) distribution
E) private distributor

Question 47

Of the different types of brands,the one that has experienced the steadiest growth is

A) manufacturer.
B) producer.
C) generic.
D) private distributor.
E) imitator.

Question 48

Which of the following products is an example of a manufacturer brand?

A) Sears Kenmore washing machines
B) JC Penney jeans
C) Kmart tires
D) Pioneer stereos
E) Safeway tomato sauce

Question 49

A ____ brand type is considered the least protectable under existing trademark regulations.

A) descriptive
B) fanciful
C) generic
D) symbolic
E) suggestive

Question 50

A package of aluminum foil at Kroger grocery store has no brand name on the package.This product is an example of a ____ brand.

A) manufacturer's
B) private distributor's
C) no-name
D) generic
E) no-frills

Question 51

Craftsman tools,sold and branded by Sears,is an example of a ____ brand.

A) manufacturer
B) generic
C) wholesaler
D) private distributor
E) regional

Question 52

Private distributor,generic,and manufacturer are the three types of

A) equity.
B) brands.
C) producers.
D) packaging.
E) trade names.

Question 53

Another common name for a private distributor brand is a ____ brand.

A) home
B) manufacturer
C) generic
D) store
E) label

Question 54

Private distributor brands are owned by retailers and do not identify the manufacturer of the product.Which of the following is an example of a private distributor brand?

A) Green Giant corn
B) IBM computers
C) Sears Kenmore washers
D) Little Debbie snack cakes
E) Nike Air Jordan basketball shoes

Question 55

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 56

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 57

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 58

Traditionally,the main advantage of a private brand over a manufacturer brand was the ____,but this advantage is gradually diminishing.

A) better price
B) higher quality
C) more accessible distribution
D) straightforward labeling
E) friendlier customer service

Question 59

Regarding the factors that marketers consider when selecting a brand name,which one does the toilet bowl sanitizer 2000 Flushes best fulfill?

A) Compatibility with other products in the line
B) Flexibility to be used in various types of media
C) Using fabricated names that cannot be duplicated
D) Indicating the product's major benefits
E) Keeping the brand name as short as possible

Question 60

Kellogg's Rice Krispies,a ____ brand,is likely to be found next to Crispy Rice,a ____ brand that has very similar coloring and styling for its package.

A) generic; store
B) manufacturer; private
C) dealer; private distributor
D) producer; house
E) distributor; store

Question 61

R.J.Reynolds markets several brands of cigarettes,including Vantage,Camel,Winston,and Salem.This is an example of which type of branding policy?

A) Generic
B) Individual
C) Family
D) Line family
E) Brand extension

Question 62

The most recent act passed by Congress that addresses the protection of trademarks is the

A) Lanham Act.
B) Trademark Law Revision Act.
C) Counterfeit Protection Act.
D) U.S.Patent and Trademark Act.
E) Fair Trademark and Brand Name Usage Act.

Question 63

When a firm uses an existing brand name as part of a brand name for a new product,this is called ____ branding.

A) brand-extension
B) licensed
C) family
D) individual
E) new-product

Question 64

A major advantage of using individual branding is that

A) the promotion of one of the company's brands will also promote the company's other brands.
B) this branding policy will prevent the overextension of a brand name to products that are completely unrelated to the original.
C) a poor quality product will not contaminate all of the company's other products with negative images.
D) a specific brand name for each product will help the company grow during times of economic recession.
E) the quality of one of the company's products will help increase the perceived quality image of the company's other related products.

Question 65

The amount of annual losses companies suffer from counterfeit products is estimated to be

A) $500-$800 million.
B) $3-$5 billion.
C) $30-$50 billion.
D) $250-$350 billion.
E) $600-$800 billion.

Question 66

Which of the following laws was enacted by Congress in 1988 to strengthen trademark protection?

A) Brand Protection Act
B) Lanham Act
C) Trademark Infringement Act
D) Trademark Law Revision Act
E) U.S.Patent and Trademark Act

Question 67

The well-known brand AT&T (American Telephone and Telegraph)would most likely be classified as

A) fanciful.
B) generic.
C) descriptive.
D) suggestive.
E) arbitrary.

Question 68

When Anheuser-Busch added Michelob Light to the line of Michelob beers,the firm was using ____ branding.

A) brand-extension
B) individual
C) exclusive
D) selective
E) existing

Question 69

When ____ branding is used,each of a firm's products is branded with at least part of the same name.

A) individual
B) trademark
C) family
D) selective
E) brand-extension

Question 70

Which of the following is a primary factor specific to services in choosing a brand name?

A) The service brand is usually the same as the company name so it must be flexible enough to fit several services.
B) The name must convey an image of great customer service because this is more important for services than for goods.
C) The name should be distinctive and set the company apart from potential competitors.
D) Shortness and conciseness are extremely important when choosing brand names for services so that they can easily be remembered.
E) Service brands are much more difficult to protect legally,so marketers must focus on creating brands with made-up words or a combination of letters and numbers.

Question 71

Which of the following types of products would be the most difficult to brand?

A) Wheat
B) Soap
C) DVD players
D) Automobiles
E) Tax preparation services

Question 72

Through a series of court decisions,a hierarchy of brand protection based on brand type has been created.These brand types include all but which of the following?

A) Arbitrary
B) Descriptive
C) Fanciful
D) Generic
E) Symbolic

Question 73

Of the following choices,which would be the easiest brand name to legally protect?

A) Tarzink Yogurt
B) Learn and Grow Daycare
C) Scout Camping Supplies
D) Sullivan Water Filtering Systems
E) Western County Distributors

Question 74

Registration of a trademark with the U.S.Patent and Trademark Office protects trademarks domestically for ____ years with indefinite renewals.

A) two
B) thirty
C) eighteen
D) five
E) ten

Question 75

Gorton's sells Gorton's Fish Sticks,Gorton's Fish Fillets,and Gorton Grilled Fish.This is an example of

A) family branding.
B) shared naming.
C) individual branding.
D) brand extension.
E) single branding.

Question 76

Many brand names have become so common that they are now generic terms for a particular product category.Which of the following is the best example of this?

A) Aunt Jemima Pancake mix
B) Dell computers
C) Puffs
D) Crispix
E) Jell-O

Question 77

What is the most protectable brand type as determined by a series of court decisions?

A) Generic
B) Suggestive
C) Descriptive
D) Arbitrary
E) Fanciful

Question 78

The brand name Hamburger Helper would most likely be considered

A) arbitrary.
B) generic.
C) suggestive.
D) descriptive.
E) fanciful.

Question 79

Besides generic names,what other types of names are very difficult to protect?

A) Names created by the company
B) Surnames and geographic names
C) Arbitrarily chosen names not related to the product
D) Arbitrarily chosen names related closely to the product
E) Names that contain shapes and colors

Question 80

When a firm uses a policy of naming each product differently,this strategy is called ____ branding.

A) brand-extension
B) family
C) differentiated
D) individual
E) new-product