Question 1

selecting a brand name,it should suggest product benefits; be memorable,distinctive and positive; fit the company or product image; be simple and emotional; and __________.

Accepted Answer

A brand name should have no legal or regulatory restrictions to ensure it can be used without infringing on existing trademarks or violating regulations.

Question 2

sells a portable workbench called the FAHRTFULL.The product has many positive features,and in German or Swedish markets,the name describes the product's features well (fahrt meaning travel).This brand name in the United States however,may not be as effective due to __________.

Accepted Answer

The name "FAHRTFULL" may not be as effective in the United States due to language and cultural differences. The word "fahrt" in German means "travel," but in English, it has a different connotation which may not be appealing to American consumers. Additionally, the name may be difficult to pronounce for English speakers, making it less memorable and marketable.

Question 3

Which of the following products has the brand name that best suggests its benefit according to the five criteria for selecting a good brand name?

Accepted Answer

The Match Light charcoal brand name suggests its benefit of being easier to light compared to traditional charcoal, as it will light with just a match. The name is catchy and memorable, and also suggests a unique point of difference from other charcoal brands.

Question 4

U.S.Patent and Trademark Office website allows you to __________.

Accepted Answer

The U.S. Patent and Trademark Office website allows you to search for registered trademarks and see if a brand or trade name has been registered.

Question 5

Mattel has a contractual agreement to let Colgate use the Barbie name and image on kids' toothpaste and toothbrushes.Colgate pays Mattel a fee for the use of the Barbie name and image.This is an example of __________.

Accepted Answer

This is an example of brand licensing, where one company (Colgate) pays a fee to use the name and image of another company's (Mattel's) brand (Barbie) on their own products.

Question 6

is a lemon-lime carbonated soft drink that has been very successful in the U.S.Dr.Pepper/Seven Up,Inc.,the makers of 7Up,uses a family branding strategy to market 7Up worldwide.In Shanghai,China,sales have suffered since the brand name means "death through drinking." When picking a good band name,which criterion did Dr.Pepper/Seven Up,Inc.violate when it chose to use a family branding strategy to market 7Up in China?

Accepted Answer

Dr. Pepper/Seven Up, Inc. violated the criterion that the name should be memorable, distinctive, and positive by using the family branding strategy to market 7Up in China despite the negative connotations of the brand name.

Question 7

Companies can employ four general branding strategies,which include: (1)multiproduct branding; (2)multibranding; (3)__________; and (4)mixed branding.

Accepted Answer

The answer of Companies can employ four general branding strategies,which...

Question 8

Kemps Dairy makes Life Savers Real Fruit Sherbet (with the flavors of a favorite childhood candy).Kemps Dairy had to pay Wrigley,the owner of the Life Savers brand name,a fee to market this concoction.This is most likely an example of __________.

Accepted Answer

Kemps Dairy paid Wrigley for the rights to use the Life Savers brand name, which is an example of brand licensing.

Question 9

Companies can employ four general branding strategies,which include: (1)multiproduct branding; (2)__________; (3)private branding; and (4)mixed branding.

Accepted Answer

The answer of Companies can employ four general branding strategies,which...

Question 10

selecting a brand name,it should (1)suggest product benefits; (2)be memorable,distinctive and positive; (3)fit the company or product image; (4)__________; and (5)be simple and emotional.

Accepted Answer

The answer of selecting a brand name,it should (1)suggest product...

Question 11

Kellogg's changed the name of its Heartwise cereal to Fiberwise MOST likely to __________.

Accepted Answer

The Food and Drug Administration has guidelines on the use of the word "heart" in food brand names, and Kellogg's may have changed the name to comply with these regulations.

Question 12

1984,IBM launched the "PCjr," its first low-priced,educational/home personal computer.Sales were poor because IBM most likely violated which criterion of picking a good brand name?

Accepted Answer

The answer of 1984,IBM launched the "PCjr," its first low-priced,educational/home...

Question 13

Companies can employ four general branding strategies,which include: (1)multiproduct branding; (2)multibranding; (3)private branding; and (4)__________.

Accepted Answer

The given options are four general branding strategies, and the missing fourth option needs to be identified. The correct fourth option is mixed branding, which involves using a combination of different branding strategies for different product lines or target markets. Option A (retailer branding) and Option B (intermediary branding) are not typical branding strategies used by companies, while Option C (brand licensing) is a specific type of branding strategy where a company allows another company to use its brand name for their products, which is not the same as the other three strategies. Option E (co-branding) is a specific type of mixed branding, where two or more brands come together to create a new product or service.

Question 14

selecting a brand name,it should (1)suggest product benefits; (2)__________; (3)fit the company or product image; (4)have no legal or regulatory restrictions; and (5)be simple and emotional.

Accepted Answer

A brand name should be memorable, distinctive, and positive to effectively capture consumer attention and convey the desired brand image.

Question 15

Companies can employ four general branding strategies,which include: (1)__________; (2)multibranding; (3)private branding; or (4)and mixed branding.

Accepted Answer

Multiproduct branding refers to a branding strategy where a company uses one brand name for all its products in a particular category. This helps to create brand awareness and helps consumers to identify the products of the company easily. It also helps to create a positive brand image and brand loyalty among consumers.

Question 16

selecting a brand name,it should (1)suggest product benefits; (2)be memorable,distinctive and positive; (3)__________; (4)have no legal or regulatory restrictions; and (5)be simple and emotional.

Accepted Answer

The brand name should fit the company or product image to ensure it aligns with the brand's identity and values.

Question 17

selecting a brand name,it should (1)__________; (2)be memorable,distinctive,and positive; (3)fit the company or product image; (4)have no legal or regulatory restrictions; and (5)be simple and emotional.

Accepted Answer

A brand name should suggest product benefits to help consumers understand what the product offers and to create a positive association with the brand.

Question 18

Make a Wish Foundation brand name is especially effective because it __________.

Accepted Answer

The brand name "Make a Wish Foundation" suggests the service's benefits of granting wishes to children with life-threatening illnesses, making it an effective brand name.

Question 19

Figure 11-7
-Companies can employ several different branding strategies.In Figure 11-7 above,"B" represents a __________ strategy.

Accepted Answer

Companies can employ several different branding strategies,including multiproduct branding (C);multibranding (D);private branding (A);and mixed branding (B).

Question 20

Figure 11-7
-Companies can employ several different branding strategies.In Figure 11-7 above,"A" represents a __________ strategy.

Accepted Answer

"Multiproduct branding" is when a company uses one brand name for all its products in a product class. In this case, the company is using one brand name for all its products in the "Cambridge" product class.

Quiz 11: Managing Successful Products,Services,and Brands

selecting a brand name,it should suggest product benefits; be memorable,distinctive and positive; fit the company or product image; be simple and emotional; and __________.

sells a portable workbench called the FAHRTFULL.The product has many positive features,and in German or Swedish markets,the name describes the product's features well (fahrt meaning travel) .This brand name in the United States however,may not be as effective due to __________.

Which of the following products has the brand name that best suggests its benefit according to the five criteria for selecting a good brand name?

U.S.Patent and Trademark Office website allows you to __________.

Mattel has a contractual agreement to let Colgate use the Barbie name and image on kids' toothpaste and toothbrushes.Colgate pays Mattel a fee for the use of the Barbie name and image.This is an example of __________.

Companies can employ four general branding strategies,which include: (1) multiproduct branding; (2) multibranding; (3) __________; and (4) mixed branding.

Kemps Dairy makes Life Savers Real Fruit Sherbet (with the flavors of a favorite childhood candy) .Kemps Dairy had to pay Wrigley,the owner of the Life Savers brand name,a fee to market this concoction.This is most likely an example of __________.

Companies can employ four general branding strategies,which include: (1) multiproduct branding; (2) __________; (3) private branding; and (4) mixed branding.

selecting a brand name,it should (1) suggest product benefits; (2) be memorable,distinctive and positive; (3) fit the company or product image; (4) __________; and (5) be simple and emotional.

Kellogg's changed the name of its Heartwise cereal to Fiberwise MOST likely to __________.

1984,IBM launched the "PCjr," its first low-priced,educational/home personal computer.Sales were poor because IBM most likely violated which criterion of picking a good brand name?

Companies can employ four general branding strategies,which include: (1) multiproduct branding; (2) multibranding; (3) private branding; and (4) __________.

selecting a brand name,it should (1) suggest product benefits; (2) __________; (3) fit the company or product image; (4) have no legal or regulatory restrictions; and (5) be simple and emotional.

Companies can employ four general branding strategies,which include: (1) __________; (2) multibranding; (3) private branding; or (4) and mixed branding.

selecting a brand name,it should (1) suggest product benefits; (2) be memorable,distinctive and positive; (3) __________; (4) have no legal or regulatory restrictions; and (5) be simple and emotional.

selecting a brand name,it should (1) __________; (2) be memorable,distinctive,and positive; (3) fit the company or product image; (4) have no legal or regulatory restrictions; and (5) be simple and emotional.

Make a Wish Foundation brand name is especially effective because it __________.

Figure 11-7 -Companies can employ several different branding strategies.In Figure 11-7 above,"B" represents a __________ strategy.

Figure 11-7 -Companies can employ several different branding strategies.In Figure 11-7 above,"A" represents a __________ strategy.