Question 1

When a product tries to capitalize on the brand equity of two separate brands, marketers are using

Accepted Answer

When a product tries to capitalize on the brand equity of two separate brands, marketers are using co-branding. In co-branding, two separate brands come together to create a new product or service, and both brands benefit from the increased exposure and recognition.

Question 2

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

Accepted Answer

Brand licensing is the process where a company allows another company to use their brand name, logo or characters on products in exchange for a licensing fee or royalty payments. In this case, Disney is licensing their characters to another apparel company to use on their products. Brand extensions refer to when a company uses their own brand name to launch products in a new category. Dual branding refers to two companies together creating a new product, while co-branding is when two established brands come together to create a new product. Cooperative branding refers to multiple brands working together to promote a product or service.

Question 3

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

Accepted Answer

The approach described in the question is known as family packaging. This involves creating a consistent look and feel for a company's product packaging to promote a cohesive brand image. It often includes using the same design elements, colors, and fonts across multiple products to create a visual connection between them.

Question 4

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

Accepted Answer

The answer of In the packaging for a new line...

Question 5

In a brand licensing arrangement, the licensee is responsible for

Accepted Answer

In a brand licensing arrangement, the licensee is responsible for manufacturing, marketing, and financing the licensed product. The licensor provides the rights to use their brand name and may collect royalties, but the licensee is responsible for everything else related to the product. They take on the risks and potential financial losses if the product is not successful.

Question 6

All packaging must at a minimum

Accepted Answer

The answer of All packaging must at a minimum
...

Question 7

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

Accepted Answer

Brand licensing is the process by which a company allows another company to use its brand name, trademarks, or other intellectual property in exchange for payment or royalties. In this case, Subway would be allowing another company to use its brand name on a supermarket ready-to-eat sandwich, which would be an example of brand licensing.

Question 8

The most important function of packaging is

Accepted Answer

While all the options listed are important functions of packaging, the most important function is to protect the product and maintain its functionality. If a product is damaged or spoiled due to inadequate packaging, customers will not be satisfied and may not purchase the product again. Additionally, protecting the product can also help prevent any safety concerns or legal issues that could arise from a defective or damaged product.

Question 9

Duncan Hines Brownie Mix has revised its packaging with the words "Real Hershey's Chocolate In the Mix" on its box. This is an example of ____ .

Accepted Answer

This is an example of co-branding as Duncan Hines has partnered with Hershey's to promote the use of their chocolate in the brownie mix.

Question 10

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.

Accepted Answer

Co-branding involves linking two or more brands together for joint promotion or distribution. However, connecting a motorcycle brand like Harley-Davidson, which is associated with a rugged and adventurous lifestyle, with a food brand like Healthy Choice, which emphasizes health and wellness, would not be a good fit and could potentially confuse or deter consumers.

Question 11

When designing a package, which characteristic is least important?

Accepted Answer

The answer of When designing a package, which characteristic is...

Question 12

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

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 new product or service. In this case, Sony and Intel have come together to produce a laptop that has both of their brands represented on it.

Question 13

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

Accepted Answer

The convenience function of packaging includes making products easier and more convenient to use or consume, such as providing individual-sized boxes and packages that do not require refrigeration.

Question 14

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

Accepted Answer

Out of all the options, the least important one is that the brands involved should be owned by two or more organizations. While this is often the case with co-branding, it is not a requirement. Brands can also co-brand when they are owned by the same organization. The other options are all important factors to consider when using co-branding effectively.

Question 15

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

Accepted Answer

This arrangement is an example of brand licensing, as Dan River Mills is authorized to use the Ralph Lauren brand name for their line of sheets.

Question 16

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

Accepted Answer

While all of the issues listed are important in using co-branding effectively, having the brands involved owned by different companies is the least important. Co-branding can still be successful even if the brands are owned by the same company, as long as they represent a complementary fit in a customer's mind and maintain their individual identities.

Question 17

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

Accepted Answer

This is an example of brand licensing, where Marvel Comics allows other organizations to use its characters in exchange for a percentage of their revenues.

Question 18

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

Accepted Answer

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

Question 19

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

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 20

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

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.

Quiz 10: Product, Branding, and Packing Concepts