Question 1

Brand licensing agreements can fail for many reasons but usually not because of
A) poor timing in the marketplace.
B) a lack of manufacturing control of the licensed product.
C) a strong match between the product and the licensed brand.
D) using the wrong types of distribution channels to market the product.
E) licensing the brand to too many unrelated products.

Accepted Answer

A strong match between the product and the licensed brand typically contributes to the success of brand licensing agreements, not their failure. This alignment ensures that the product resonates with the brand's existing customer base and leverages the brand's equity effectively.

Question 2

A co-branded product from Sony and Martha Stewart would likely fail because
A) neither of these brands is very well known to consumers.
B) their products are not complementary.
C) they are both food products.
D) this co-branding will not provide product differentiation.
E) the market segment for this product is too vast

Accepted Answer

Sony is known for electronics while Martha Stewart is associated with home goods and cooking, making their products non-complementary for a co-branded effort.

Question 3

All packaging must at a minimum
A) protect and preserve the contents in the package.
B) clearly communicate the contents and the product's benefits.
C) be tamper-proof and safe for children.
D) comply with the FDA's packaging regulations.
E) be made out of the most cost-effective materials available.

Accepted Answer

The answer of All packaging must at a minimum
A) protect...

Question 4

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

Accepted Answer

Convenience is the function of packaging that involves making products easier and more convenient to use, transport and store. Individual-sized boxes and packages that do not require refrigeration fit under this category as they allow for greater ease of use and portability, making them popular among busy individuals who are always on-the-go.

Question 5

Haley is a graphic artist who is currently working on the development of a new container for mustard and mayonnaise. She is also developing its graphic design. Haley is likely working on the product's
A) licensing.
B) labeling.
C) promotion.
D) packaging.
E) direct media.

Accepted Answer

Haley is working on the development of a new container for mustard and mayonnaise and its graphic design, which indicates that she is working on the packaging of the product.

Question 6

If Subway made an agreement allowing another company to use its brand name on a new supermarket ready-to-eat sandwich, this would be called
A) co-branding.
B) brand extension.
C) brand licensing.
D) trademark licensing.
E) cooperative branding.

Accepted Answer

This would be an example of brand licensing, where Subway is giving permission for another company to use its brand name on a new product. Co-branding typically involves two companies combining their brands on a single product, brand extension involves a company using their existing brand on a new product category, trademark licensing involves giving permission to use a specific trademark, and cooperative branding involves two companies working together to create a new brand.

Question 7

In a brand licensing arrangement, the licensee is responsible for
A) providing the brand name to another organization for use in promoting products.
B) collecting the royalties from sales of the licensed products.
C) half of the financial losses in the event that the licensed brand is a failure.
D) the production, but not the marketing of the licensed product.
E) the manufacturing, marketing, and financing of the licensed product.

Accepted Answer

In a brand licensing arrangement, the licensee is responsible for manufacturing, marketing, and financing the licensed product. The licensor provides the brand name and usually retains control over the quality of the product and how the brand is used by the licensee. The licensee pays royalties to the licensor based on sales of the licensed product. The licensee bears the financial risk of producing and marketing the product, including any losses incurred.

Question 8

To promote overall company image, packages of Pillsbury cake and cookie mixes have similar designs and colors. This approach is known as
A) family branding.
B) brand managing.
C) line consistency.
D) family packaging.
E) product grouping.

Accepted Answer

Family packaging refers to the strategy of designing packages of different products in a similar style to promote a unified brand image, which is what Pillsbury is doing with its cake and cookie mixes.

Question 9

In marketing, family packaging means
A) packaging products in a quantity suitable for use for an average-sized family.
B) putting a set of related products all in the same package.
C) making all of a company's or product line's packaging look similar.
D) putting the same brand name on all of a company's products.
E) designing and selling only products that are related.

Accepted Answer

Family packaging refers to making all of a company's or product line's packaging look similar. This is done to create a cohesive brand image and to make it easier for customers to identify and choose products within the same line.

Question 10

When designing a package, which characteristic is least important?
A) An association with the company's brand mark
B) Cost-effectiveness
C) Environmental responsiveness
D) Safety
E) The value it has as a promotional tool

Accepted Answer

An association with the company's brand mark is the least important characteristic when designing a package. While it is important to have a package that is recognizable and consistent with the company's brand, it is not as important as the other characteristics, such as cost-effectiveness, environmental responsiveness, safety, and the value it has as a promotional tool.

Question 11

To use co-branding effectively, which one of the following is probably least important?
A) The brands involved should represent a complementary fit in a customer's mind.
B) The brands that are teamed together should not lose their individual identities.
C) The brands involved should be owned by two or more organizations.
D) To avoid confusion on the part of customers, co-branding should be done in a way so that it is obvious which brand is the main brand or key brand.
E) The co-branded product should be able to benefit from the distribution system of both brands involved.

Accepted Answer

While all of the factors listed are important for effective co-branding, the ownership of brands by two or more organizations is the least important because it is possible for a company to co-brand with a brand that is not co-owned by another organization, but rather has a licensing or partnership agreement.

Question 12

Marvel Comics allowed various organizations to use its Spiderman and Incredible Hulk characters to market a wide variety of toys and clothing items. Marvel Comics received a percentage of the gross revenues. This is
A) brand licensing.
B) character exploiting.
C) co-branding.
D) family branding.
E) trademark leasing.

Accepted Answer

This scenario describes brand licensing, where Marvel Comics is allowing other organizations to use their characters for a fee or a percentage of the revenue.

Question 13

A firm may decide that all packages should be similar and include one major element of the same design. This approach to promote an overall company image is called
A) family extension.
B) family packaging.
C) overall packaging.
D) package extension.
E) selective packaging.

Accepted Answer

The approach of including one major element of the same design in all packages to promote an overall company image is called family packaging. Option A, family extension, refers to introducing a new product that shares the same brand name as an existing product. Option C, overall packaging, and option D, package extension, do not accurately describe the situation described in the question. Option E, selective packaging, refers to using different packaging for different products, which is the opposite of what is described in the question.

Question 14

Which of the following issues is least important in using co-branding effectively?
A) The brands involved should represent a complementary fit in a customer's mind.
B) The brands that are teamed together should not lose their individual identities.
C) The brands involved should be owned by different companies.
D) Co-branding should be done in a way so that it is obvious which brand is the main brand or key brand.
E) Co-branding should take advantage of the distribution capabilities of the brands involved.

Accepted Answer

The ownership of the brands involved is not as important as the complementary fit and maintaining individual identities when it comes to using co-branding effectively. However, it may be beneficial for the brands to be owned by different companies to avoid any conflicts of interest or confusion for consumers.

Question 15

A Sony laptop that has an "Intel" logo on its keyboard is an example of
A) brand extension.
B) brand licensing.
C) co-branding.
D) individual branding.
E) line family branding.

Accepted Answer

The Sony laptop with an "Intel" logo on its keyboard is an example of co-branding, where two or more brands collaborate to create a single product. In this case, Sony and Intel are working together to produce a laptop.

Question 16

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.

Accepted Answer

While all of the options offered may be considered important functions of packaging, protecting the product and maintaining its functionality is likely the most essential. Without adequate packaging, products may be damaged or otherwise rendered unusable, and therefore, unable to fulfill their intended purpose.

Question 17

When Disney characters appear on apparel made by another company, this would be an example of
A) brand licensing.
B) brand extensions.
C) dual branding.
D) co-branding.
E) cooperative branding.

Accepted Answer

Brand licensing refers to the process of granting permission to another company to use a brand's intellectual property (such as a logo, character, or name) for a fee. In this case, the Disney characters appearing on apparel made by another company would be an example of brand licensing.

Question 18

If Ralph Lauren, a designer of fine clothing, authorized Dan River Mills to market a line of sheets under the Ralph Lauren name, this arrangement is an example of
A) brand extension.
B) brand licensing.
C) product continuation.
D) private branding.
E) individual branding.

Accepted Answer

This arrangement is an example of brand licensing, which involves the owner of a brand (Ralph Lauren, in this case) authorizing another company (Dan River Mills) to use the brand name on its products (sheets).

Question 19

In the packaging for a new line of beef jerky, Hormel should avoid the use of ____ in its packaging.
A) red
B) yellow
C) orange
D) green
E) clear

Accepted Answer

Green is often associated with freshness and health, which may not align with the perception of beef jerky as a preserved, dried meat product.

Question 20

Trying to link a motorcycle brand like Harley-Davidson to a food brand like Healthy Choice would be considered a poor decision in this type of branding.
A) Co-branding
B) Individual branding
C) Family branding
D) Product branding
E) Wholesaler branding

Accepted Answer

Co-branding is when two or more brands collaborate to create a new product or service. In this case, linking a motorcycle brand like Harley-Davidson to a food brand like Healthy Choice would not make sense as they are not related in any way and are serving different target markets.

Quiz 11: Product Concepts, Branding, and Packaging

Brand licensing agreements can fail for many reasons but usually not because of

A co-branded product from Sony and Martha Stewart would likely fail because

All packaging must at a minimum

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

Haley is a graphic artist who is currently working on the development of a new container for mustard and mayonnaise. She is also developing its graphic design. Haley is likely working on the product's

If Subway made an agreement allowing another company to use its brand name on a new supermarket ready-to-eat sandwich, this would be called

In a brand licensing arrangement, the licensee is responsible for

To promote overall company image, packages of Pillsbury cake and cookie mixes have similar designs and colors. This approach is known as

In marketing, family packaging means

When designing a package, which characteristic is least important?

To use co-branding effectively, which one of the following is probably least important?

Marvel Comics allowed various organizations to use its Spiderman and Incredible Hulk characters to market a wide variety of toys and clothing items. Marvel Comics received a percentage of the gross revenues. This is

A firm may decide that all packages should be similar and include one major element of the same design. This approach to promote an overall company image is called

Which of the following issues is least important in using co-branding effectively?

A Sony laptop that has an "Intel" logo on its keyboard is an example of

The most important function of packaging is

When Disney characters appear on apparel made by another company, this would be an example of

If Ralph Lauren, a designer of fine clothing, authorized Dan River Mills to market a line of sheets under the Ralph Lauren name, this arrangement is an example of

In the packaging for a new line of beef jerky, Hormel should avoid the use of ____ in its packaging.

Trying to link a motorcycle brand like Harley-Davidson to a food brand like Healthy Choice would be considered a poor decision in this type of branding.