Deck 10: Brands, Packaging, and Other Product Features

Question 1

The _____ is part of the brand that consists of words, letters, and/or numbers that can be vocalized.

A) trademark
B) generic name
C) brand name
D) brand mark
E) copyright

Answer 1

brand name

Question 2

The red shield outlined in yellow on cans of Del Monte fruits and vegetables is an example of a:

A) generic device.
B) middleman's brand.
C) brand name.
D) brand mark.
E) package close.

Answer 2

brand mark.

Question 3

The sun that Dole uses to represent the letter "O" when it spells its name on the labels of its various canned products, is an example of a:

A) brand mark.
B) product benefit.
C) middleman's brand name.
D) trademarking device.
E) generic device.

Answer 3

brand mark.

Question 4

There is a long-stemmed white calla lily drawn on every bag of White Lily flour, muffin mix, and brownie mix. This sketch of a white lily is an example of a:

A) brand mark.
B) product benefit.
C) middleman's brand name.
D) trademarking device.
E) generic device.

Question 5

The apple with a bite taken out of it that appears on all Apple computer products and in all Apple advertising is an example of a:

A) brand mark.
B) product benefit.
C) middleman's brand name.
D) trademarking device.
E) generic device.

Question 6

Which of the following is an example of a brand mark?

A) the stylized eagle found on U.S. Post Office trucks, boxes, and promotional material
B) the R in a circle that appears after many product names
C) the "Farmer Owned. Proudly Grown." phrase that appears in Birds Eye ads
D) the nutritional information on a box of granola bars
E) the expiration date stamped on a carton of milk

Question 7

A _____ is a brand that is given legal protection because, under the law, it has been appropriated by one seller.

A) generic name
B) trademark
C) family brand
D) grade label
E) private brand

Question 8

Sometimes, the term _____ is used interchangeably with a brand mark or even a brand name, especially if the name is written in a distinctive, stylized fashion.

A) logo
B) trademark
C) brand insignia
D) motif
E) impression

Question 9

Which of the following brand names would most likely be called a logo?

A) Nike
B) McGraw-Hill
C) Coca-Cola
D) Hewlett-Packard
E) John Deere

Question 10

Basically, a trademark:

A) is protected from generic branding.
B) identifies good brand names.
C) is the part of the brand that can be vocalized.
D) ensures consistent quality of output.
E) is a legal term.

Question 11

Which of the following products would use a service mark instead of a trademark?

A) Flintstones vitamins
B) State Farm insurance
C) New Balance running shoes
D) Purina dog food
E) Pillsbury flour

Question 12

The _____ permits companies to register trademarks with the federal government to protect them from use or misuse by other companies.

A) Fair Packaging and Labeling Act of 1966
B) Lanham Act of 1946
C) Sherman Act
D) Nutrition Labeling and Education Act of 1994
E) Federal Trade Commission Act

Question 13

According to the textbook, brands:

A) can be licensed only if they are classified as generic.
B) can be classified on the basis of who owns them.
C) are usually classified on the basis of who buys the product.
D) are not legally protected.
E) are legally protected as long as they can be vocalized.

Question 14

If brands are classified according to who owns the brand name, then the two types of brands are:

A) retailer and wholesaler.
B) centralized and decentralized.
C) producers' and middlemen's.
D) producers' and manufacturers'.
E) discounted and non-discounted.

Question 15

From a consumer's point of view, branding:

A) means getting comparable quality with each reorder.
B) increases price competition.
C) substantially reduces a seller's promotional costs.
D) makes it easier for a consumer to compare prices for different brands.
E) makes it difficult for the seller to introduce new products to a company's line.

Question 16

From a seller's point of view, branding:

A) relieves the seller from the burden of maintaining consistency in quality of output.
B) makes it more difficult to add new products to an existing product line.
C) substantially reduces a seller's promotional costs.
D) can add a measure of prestige to otherwise ordinary commodities.
E) does all of the above.

Question 17

From a seller's point of view, branding:

A) reduces price competition.
B) is useful because brands can be promoted.
C) means a consumer can more easily recognize a product when it is displayed on a store shelf.
D) can add a measure of prestige to otherwise ordinary commodities.
E) does all of the above.

Question 18

The Cattlemen's Beef Board--has developed a logo and tells consumers to "Look for the sign of a great meal." The logo is the word BEEF and the silhouette of a cow's head in a circle--around the exterior of the circle is written the words MARK OF QUALITY. Why did this organization go to the expense of developing this logo?

A) to create a producers' trademark
B) to differentiate its products from other producers
C) to initiate a multiple-brand strategy
D) to maintain quality control standards
E) to respond to branding requirements made by revisions of the Lanham Act

Question 19

Which of the following items is LEAST likely to be branded?

A) all-natural soap
B) charcoal for cooking fuel in outdoor grills
C) a bale of wool
D) bottled water
E) laser printers

Question 20

Which of the following items is an example of a product that is typically unbranded?

A) pencils
B) telephone equipment
C) automobile oil filters
D) asphalt
E) light bulbs

Question 21

Some items such as bauxite, fresh corn, and bales of wool are typically not branded because these products:

A) cannot be differentiated from the products of another firm.
B) are fabricating materials.
C) are sold only in the business market.
D) are sold in both the consumer and the business markets.
E) are specialty goods.

Question 22

Based on the desirable characteristics of a good brand name, which of the following brand names is LEAST likely to be successful?

A) Soft Sense lotion
B) Colorstay lipstick
C) Watchamacallit candy bar
D) ServiceMaster cleaning service
E) Glass Plus cleaner

Question 23

Which of the following product brands for remodeling your home best illustrates the desirable characteristics of a good brand name?

A) SunSetter retractable patio and deck awning
B) Pergo flooring
C) Peachtree windows
D) Sherwin-Williams paint
E) Vixen Hill gazebos

Question 24

Which of the following brand names best illustrates the desirable characteristics for a good brand name?

A) Zyrtec allergy pills
B) Doral cigarettes
C) Marvin windows and doors
D) Dove chocolate
E) Renewal lotion

Question 25

According to the desirable characteristics of a good brand name, is "Pillsbury" a good name for cake mixes?

A) yes, because it is not regional sounding
B) yes, because it sounds like other brands commonly found in the kitchen
C) yes, because it sounds like a the name of a brand of kitchen appliance
D) no, because it suggests nothing about the product
E) no, because it cannot be protected under the Lanham Act

Question 26

According to the desirable characteristics of a good brand name, is "Friskies" a good name for a brand of cat food?

A) yes, because it suggests the product's benefits
B) no, because it cannot be trademarked
C) no, because it is not adaptable to additions to the product line
D) no, because it cannot be protected under the Lanham Act
E) no, because it is similar to a common everyday word

Question 27

According to the desirable characteristics of a good brand name, is "Pick of the Crop" a good name for a plant nursery franchise?

A) no, because it cannot be trademarked
B) no, because it is too similar to many commonly used phrases
C) yes, because it is adaptable to so many other products, like gardening equipment
D) yes, because it suggests the benefits to be gained from asking for customer service
E) no because it is too long

Question 28

A good brand name should:

A) be foreign sounding.
B) suggest something about the product's characteristics.
C) sound like the names of similar products.
D) be vague so customers won't have any unrealistic expectations.
E) be all of the above.

Question 29

A good brand name:

A) must specifically describe the product it names.
B) should be foreign sounding.
C) should be easy to pronounce, spell, and remember.
D) should sound like the names of similar products to encourage consumer purchase.
E) should be generic in use.

Question 30

A good brand name should be:

A) easy to pronounce, spell, and remember.
B) distinctive.
C) adaptable to new products that may be added to the product line.
D) capable of registration and legal protection under the Lanham Act.
E) all of the above.

Question 31

What should a manufacturer of $200 leather purses do when poor-quality, counterfeit versions of its products show up at flea markets selling at one-tenth of the manufacturer's price?

A) It should freeze the counterfeiter's financial assets.
B) It should take legal action against the counterfeit product manufacturer.
C) It should join in lobbying Congress for legislation to outlaw flea markets.
D) It should seize all of the counterfeit products.
E) It should consider counterfeiting as one of the normal costs of doing business.

Question 32

The brand name of a product can become generic if:

A) the introductory stage of its life cycle is too short.
B) too many competitors enter the market.
C) there is no simple product category name available.
D) the manufacturer does not advertise.
E) market saturation occurs.

Question 33

If you are a florist or are lucky enough to receive fresh flowers weekly, you are familiar with the green, water-soluble foam that is in the bottom of the flower container. While several companies manufacture this product, most people call it Oasis, which happens to be the brand name used by the company that has the largest share of this market. Given this information, you know the Oasis manufacturer should:

A) use a family branding strategy.
B) use a multiple-brand strategy.
C) worry because its brand is in danger of becoming generic.
D) convince users of the product that it is a component part, not operating supplies.
E) find a new target market for the product.

Question 34

What do Q-Tips, Jell-O, and Rollerblades have in common?

A) They can all be used as operating supplies.
B) They are family brands.
C) They are brand names in danger of becoming generic.
D) They are fabricating parts.
E) Their manufacturers use a multiple-brand strategy.

Question 35

If a manufacturer does too good a job of advertising and selling a product with an outstanding brand name,:

A) the product's resale value will decrease.
B) the product's seller will have to use comparative advertising.
C) the brand name may become generic.
D) consumers will become too price conscious.
E) consumers will confuse the brand name with the product's seller.

Question 36

To prevent the generic use of a brand name, a company can:

A) use a line-extension strategy so the brand name applies to several different products.
B) use brand names that are difficult to pronounce.
C) ask the federal courts to jail anyone who wrongfully uses the brand name.
D) invent new names for its products.
E) notify the public the brand has a registered trademark.

Question 37

The headline on the Xerox ad declared, "You can't Xerox a Xerox on a Xerox." Why would Xerox use its valuable advertising dollars to run such an ad in The Wall Street Journal?

A) to get business people to buy more copying machines
B) to help keep the brand name Xerox from becoming generic
C) to create name recognition
D) to show the company's high level of social responsibility
E) to show that large corporations can have a sense of humor

Question 38

Kimberly-Clark periodically runs an ad in Writer's Digest reminding authors that Kleenex is a trademarked name. One obvious reason for this action was to:

A) get this market to buy more tissue.
B) help keep the brand name Kleenex from becoming generic.
C) examine the possibilities of a line-extension strategy.
D) show the company's level of social responsibility.
E) make buyers out of all allergy sufferers.

Question 39

Manufacturers that market their entire output under their own brand name are able to do so because they:

A) have well-established distribution systems.
B) provide products for a narrow market niche.
C) are new companies.
D) are relatively small companies.
E) have very limited product lines.

Question 40

Borla exhaust systems are an example of a fabricating part for Corvettes. In order for the product's manufacturer to develop a brand preference, it could:

A) sell in the consumer market as a replacement product.
B) reward manufacturers who use producers' brands when building engines.
C) achieve market saturation.
D) market primarily under middlemen's brands.
E) do none of the above.

Question 41

Data released by ACNielsen show that sales of packaged food companies such as General Mills, Kellogg's, and Sara Lee only improved 1.4 percent in a period lasting from February 2004 to February 2005, while sales of middlemen's brands grew by more than 3.2 percent during the same period. This means:

A)all packaged food companies lost money .
B)retailers have stopped marketing the products of packged food companies.
C)the prices of middlemen's brands were lower than those of the packaged food companies.
D)there is no pricing gap between packaged food brands and middlemen's brands .
E)the prices of the packaged food companies were lower than the middlemen's brands

Question 42

Many of the roses used in floral arrangements by U.S. florists are grown in Ecuador. An Ecuadorian company called Farm Connection is trying to develop a brand preference for its roses. To do this, it could:

A) market primarily under middlemen's brands.
B) use a market augmentation strategy.
C) license the use of its name to other floral growers.
D) create consumer awareness of the superiority of Farm Connection brand roses.
E) use a penetration strategy.

Question 43

What kind of branding strategies can the manufacturers of Forever storm doors, Armstrong flooring, and Trex Wood-Polymer lumber most effectively use?

A) Use a market aggregation strategy.
B) Use a multiple packaging strategy.
C) Avoid incurring any promotional costs.
D) Sell in the consumer market as a replacement good.
E) Sell only in the business market.

Question 44

Since the type of doors and windows used to build a house is a decision typically made when a house is under construction, why would Peachtree doors and windows buy an ad in Better Homes & Gardens?

A) Peachtree is protecting itself from becoming a generic brand.
B) Peachtree is concerned about product counterfeiting.
C) Peachtree is using a family branding strategy.
D) Peachtree is using a strategy of branding fabricating parts and materials.
E) BH&G was the only print advertising medium available to Peachtree.

Question 45

How might Whirlpool benefit if appliances it manufactured were sold at Sears under the Kenmore brand name?

A) It would allow Whirlpool to use its production resources more effectively.
B) It would allow Whirlpool to increase plant capacity.
C) It would allow Whirlpool to generate additional sales volume.
D) It would allow Whirlpool to utilize its working capital more effectively.
E) It would allow Whirlpool to do all of the above.

Question 46

From the manufacturer's viewpoint, selling all or part of its output under a middleman's brand:

A) requires the existence of an excess of working capital in order to implement the sale.
B) may place the manufacturer at the mercy of the middleman if the majority of the company's output is . sold under the middleman's brand.
C) does not significantly increase the manufacturer's profit.
D) is best when the producer's brand names have high consumer acceptance.
E) gives the manufacturer greater control over its markets.

Question 47

Why does the A&P supermarket chain find it advantageous to market its own line of canned fruits and vegetables under the Ann Page name?

A) The supermarket can sell its brands at prices below those of producers' brands and still earn satisfactory profits.
B) This strategy increases the likelihood the producer will heavily advertise A&P's canned products.
C) This strategy decreases A&P's control over its own market.
D) A&P's customers usually prefer producers' brands.
E) This strategy encourages consumers to comparison shop.

Question 48

Many large retailers and some large wholesalers have their own brands because:

A) it increases their control over the target market.
B) they are seeking lower stock turnover.
C) manufacturers promote the store brands instead of their own brands.
D) they can usually sell their brands at prices higher than those of producers' brands.
E) all of the above are True.

Question 49

Which of the following statements about middlemen's brands is True?

A) Middlemen's brands are found only in supermarkets and apparel stores.
B) Demand for middlemen's brands has declined during the past two decades.
C) Middlemen's brands have their greatest impact on business operating supplies.
D) Middlemen can sell their brands at prices lower than producers' brands and still earn a higher gross margin.
E) Middlemen's brands of consumer packaged goods cannot compete with producers' brands.

Question 50

Using the company name for branding purposes within a product line is called _____ branding and makes it simpler and less expensive to introduce new, related products into a line.

A) generic
B) private
C) family
D) individual
E) multiple

Question 51

Krups is famous for its state-of-the-art coffee maker, but the company also makes other small appliances, such as an ice cream maker. Each product bears the Krups name and carries on the Krups's reputation for high quality. Krups uses _____ branding.

A) logotype
B) private
C) family
D) individual
E) multiple

Question 52

In 2005, Campbell Soup launched a variety of chilled soup packaged in sterile cartons that are more commonly used for fruit juices. This new product and Campbell's microwaveable bowls, which were introduced in 2004, are both marketed under the Campbell's name. This is an example of the use of _____ branding.

A) logotype
B) private
C) family
D) individual
E) multiple

Question 53

In 2005, Campbell Soup launched a variety of chilled soup packaged in sterile cartons that are more commonly used for fruit juices. This new product and Campbell's microwaveable bowls, which were introduced in 2004, are both marketed under the Campbell's name. The reason Campbell is using this branding strategy is due to:

A) consumers' selective perception.
B) how it facilitates inventory control.
C) it is inexpensive.
D) government regulation of nutrition branding.
E) the motivational theory of equity.

Question 54

McCormick markets spices and flavorings that are recognized by people who cook as being high-quality products. Every item the company sells bears the McCormick brand. This company is using _____ branding.

A) logotype
B) private
C) family
D) individual
E) multiple

Question 55

Ralston-Purina puts a checkerboard on all of the brands of cereals it manufactures. This is an example of _____ branding.

A) national
B) private
C) multiple
D) individual
E) family

Question 56

Del Monte Foods puts a distinctive red and yellow shield containing the words Del Monte on all of its canned fruits and vegetables. Del Monte Foods uses _____ branding.

A) descriptive
B) private
C) family
D) individual
E) multiple-brand

Question 57

The maker of Lava soap makes several different hand-cleaning products, including Lava heavy-duty hand cleaner towels, all under the Lava brand. This is an example of the use of:

A) a family branding strategy.
B) a market aggregation strategy.
C) a multiple-brand strategy.
D) mass marketing.
E) single-segment marketing.

Question 58

One of the advantages of using family branding is that the strategy:

A) guarantees the success of all new products.
B) makes it less expensive to introduce new, related products.
C) requires the development of a variety of channels of distribution for each product.
D) limits the breadth of the product line.
E) limits the depth of the product line.

Question 59

One of the difficulties with using family branding is that the strategy:

A) requires the development of a variety of channels of distribution for each product.
B) requires a great emphasis on consistent quality.
C) makes it more difficult to introduce new, related products.
D) is useful only with consumer goods.
E) works only with edible products.

Question 60

Assume Kellogg's is planning to market a line of mobile phones. Which of the following brand strategies would Kellogg's be LEAST likely to use?

A) a retailer's brand
B) a generic brand name
C) a wholesaler's brand
D) family branding with the Kellogg's name
E) an individual brand name

Question 61

Which of the following examples would be LEAST likely to use a family branding strategy?

A) Ralston-Purina wants to market a line of granola cereals.
B) Aunt Jemima is planning on marketing a line of bread mixes.
C) Jergen's lotion wants to market a sunscreen.
D) Ragu is planning on marketing a line of toddler clothes.
E) Jif is introducing a line of ballpark peanuts.

Question 62

A company that employs a multiple-brand strategy is trying to:

A) protect its brand name from generic usage.
B) increase its level of market saturation.
C) shorten its channel of distribution.
D) decrease its promotional costs.
E) discourage price awareness.

Question 63

Heinz produces StarKist tuna, Ore-Ida frozen potatoes, Bagel Bits miniature pizzas, Boston Market meals, Snausages pet treats, Kibbles 'n Bits dog food, Smart Ones frozen entrees and Heinz brand ketchup and pickles. With these products, Heinz is using a _____ branding strategy.

A) generic
B) private
C) multiple-brand
D) individual
E) family

Question 64

A company that wants to increase its degree of market saturation should use:

A) producers' brands only.
B) a market aggregation strategy.
C) a multiple-brand strategy.
D) mass marketing.
E) single-segment marketing.

Question 65

In order to increase its market saturation, Frito-Lay markets Tostitos and Doritos tortilla chips, Rold Gold pretzels, and Chee-tos cheese-flavored snacks. Frito-Lay uses a _____ strategy.

A) multiple-brand
B) generic branding
C) licensing brand
D) mass marketing
E) logo

Question 66

Procter & Gamble markets Zest, Safeguard, Camay, and Lava brand bar soaps. Zest is a "get-you-started in the morning" soap. Safeguard is marketed as a germ-fighter. Camay cleans without drying or injuring the skin. Lava is for tough cleaning jobs. This illustrates the use of:

A) a family branding strategy.
B) a market aggregation strategy.
C) a multiple-brand strategy.
D) mass marketing.
E) single-segment marketing.

Question 67

Procter & Gamble markets Zest, Safeguard, Camay, and Lava brand bar soaps. Zest is a "get-you-started in the morning" soap. Safeguard is marketed as a germ-fighter. Camay cleans without drying or injuring the skin. Lava is for tough cleaning jobs. This multiple-brand strategy is used to:

A) increase P&G's market saturation.
B) simplify product distribution.
C) decrease total promotional expenses.
D) facilitate the expansion of a family brand.
E) support middlemen's brands.

Question 68

Another name for cobranding is:

A) family branding.
B) multiple-branding.
C) bundling.
D) dual branding.
E) aggregate branding.

Question 69

Procter & Gamble sells a brand of Crest toothpaste that is formulated to contain Scope mouthwash. The product is for whitening teeth and making breath fresh. The toothpaste is an example of:

A) aggregate branding.
B) proprietary licensing.
C) dual branding.
D) a multiple-brand strategy.
E) family branding.

Question 70

The Cattlemen's Beef Board-has developed a logo and tells consumers to "Look for the sign of a great meal." The logo is the word BEEF and the silhouette of a cow's head in a circle-around the exterior of the circle is written the words MARK OF QUALITY. This logo appears prominently on products such as Old El Paso seasoned taco meat bucket and Lloyd's barbecue. This is an example of a(n):

A) commodity using cobranding.
B) differentiated product using a multiple-brand strategy.
C) commodity using a family packaging strategy.
D) undifferentiated product using dual branding.
E) middleman's brand on a producers' product.

Question 71

Consumers can get a MasterCard credit card with the General Motors logo on it. When consumers use the card to charge items, they can get a rebate from General Motors to use when they purchase a new vehicle. General Motors and MasterCard are engaged in:

A) aggregate branding.
B) proprietary licensing.
C) dual branding.
D) a multiple-brand strategy.
E) family branding.

Question 72

When Keebler advertises that it uses M&M candy in its cookies, this is an example of:

A) family branding.
B) multiple-branding.
C) bundling.
D) dual branding.
E) aggregate branding.

Question 73

The biggest potential drawback to cobranding is:

A) the risk of damaging a brand name if the cooperative endeavor fails.
B) the creation of a differential advantage over competitors.
C) lower revenue to both participants.
D) an inability to participate in any other licensing agreement.
E) the fact that this arrangement can sometimes be legally defined as a tying contract.

Question 74

When Frito-Lay introduced its fat-free potato chips, it named them Ruffles Wow potato chips in order to take advantage of the reputation for quality that Ruffles brand chips have. This is an example of:

A) a multiple-tiered strategy.
B) brand equity.
C) a customer-orientation.
D) market aggregation.
E) licensing.

Question 75

When Dupont introduced Stainmaster carpets, it did not intend to use the Dupont name in any promotion for the carpeting. When sales for the Stainmaster brand proved to be much lower than predicted, the name Dupont was inserted into ads for the carpet. As a result, Stainmaster's market share increased by 200 percent. This is an example of how a even a company name like Dupont can have what amounts to a(n):

A) synergistic effect.
B) positive brand equity.
C) market saturation.
D) positive family branding.
E) irrefutable servicemark.

Question 76

Imagine a company has developed an antiseptic that will kill 100 percent of all bacteria at a cut site. Before introducing the antiseptic to the market, its manufacturer is trying to get the support of the American Red Cross for the product. The company's believes because of consumers' feelings about the integrity of the Red Cross organization, it will benefit if it can use the American Red Cross logo in its packaging. The antiseptic manufacturer is trying to take advantage of the Red Cross's:

A) synergistic effect.
B) positive brand equity.
C) market saturation.
D) positive family branding.
E) irrefutable servicemark.

Question 77

Brand equity:

A) is quickly lost in the face of adverse environmental changes.
B) cannot by itself create a differential advantage.
C) is the value a brand adds to a product.
D) always has a positive effect on a product.
E) fortunately is fairly inexpensive and easy to build.

Question 78

Substantial brand equity can:

A) be quick and inexpensive to implement.
B) make it easier for competitors to enter the market.
C) reduce promotion costs.
D) become a differential advantage for the product.
E) do all of the above.

Question 79

The brand itself can become an edge over competition and influence consumers to buy a product. This edge would be called a:

A) differential advantage.
B) competitive maneuver.
C) outflanking maneuver.
D) market positioning strategy.
E) commercial feedback.

Question 80

Trisha is a third-grade student who wanted a new accessories to wear to school, but, like all of her friends, the only store she wanted to shop at was Limited Too. Even though stores carry similar products at lower prices, Trisha was willing to pay to have the Limited Too brand items. In this case, the Limited Too brand created a:

A) differential advantage.
B) competitive maneuver.
C) outflanking maneuver.
D) market positioning strategy.
E) commercial feedback.