Question 1

The Food and Drug Administration (FDA) controls all package communications and labeling in the United States.

Accepted Answer

The FDA regulates food, drugs, and cosmetics labeling, but the Federal Trade Commission (FTC) also oversees package communications and labeling, especially for advertising and marketing practices.

Question 2

Kellogg's has marketed Special K cereal for a number of years to a loyal customer base. Its introduction of a new cereal called Special K with Red Berries is an example of a(n) ________ strategy.

Accepted Answer

Brand extension involves introducing a new product or service under an existing brand name, in this case, Special K.

Question 3

The J. M. Smuckers Company makes jams, jellies, fruit spreads, and ice cream toppings. All of these products are sold using the Smuckers brand name. This company uses a(n) ________ strategy.

Accepted Answer

The Smuckers Company uses a family brand strategy, as all of their products are sold under the Smuckers brand name.

Question 4

Heinz and Jack Daniels worked together to produce Jack Daniels grilling sauce. This is an example of cobranding.

Accepted Answer

Cobranding is a marketing strategy where two or more brands collaborate to create a new product or service with combined branding elements. The collaboration between Heinz and Jack Daniels to produce Jack Daniels grilling sauce is an example of cobranding.

Question 5

The Food and Drug Administration (FDA) requires most food labels in the United States to state how much fat, cholesterol, and protein are in each serving of the product.

Accepted Answer

This statement is true. The FDA requires most food labels to display the amount of fat, cholesterol, and protein in each serving of the product. Additionally, they may require other nutrient information such as carbohydrates, fiber, and sodium to be listed on the label as well.

Question 6

Which of the following would be information included in a UPC code?

Accepted Answer

A UPC code (Universal Product Code) includes information about the manufacturer of the product. It is designed to uniquely identify a product and its manufacturer, not details like customer contact, ingredients, retailer, or expiration date.

Question 7

Disney allowed a paint manufacturer to produce paint using the Disney brand name for a specific period of time. Disney paint is an example of ________.

Accepted Answer

Disney allowing a third-party company to use its brand name for a limited time period is an example of licensing.

Question 8

Arm & Hammer began as a producer of baking soda. Now the company manufactures detergents, deodorants, and fabric softeners under the Arm & Hammer brand name. Arm & Hammer uses a ________ strategy.

Accepted Answer

Arm & Hammer is using brand extension strategy by extending their brand to new product categories such as detergents, deodorants, and fabric softeners. They are leveraging their well-recognized and trusted brand name and expanding into related product categories.

Question 9

Brand anthropomorphism can be an effective strategy for creating a brand personality.

Accepted Answer

Brand anthropomorphism is the practice of attributing human-like characteristics, personality traits, and emotions to a brand. This can help to create a unique brand identity and make it more relatable to consumers. By giving a brand a human-like persona, it can become more memorable, influential, and easier for consumers to connect with. Research has shown that brand anthropomorphism can be an effective strategy for creating a brand personality that resonates with consumers.

Question 10

The UPC is a global system of product identification.

Accepted Answer

The UPC (Universal Product Code) is primarily used in the United States and Canada for tracking trade items in stores. It is not a global system; the global equivalent is the EAN (International Article Number).

Question 11

Which of the following is an advantage offered by cobranding?

Accepted Answer

Cobranding allows a company to leverage the existing brand equity of another company in order to enter a category that it might not otherwise be able to enter. This can help the company to expand its reach and generate additional revenue.

Question 12

Oreos and Coke are both examples of ________.

Accepted Answer

Oreos and Coke are examples of national brands, which are brands owned by manufacturers and distributed nationally, as opposed to store brands or private-label brands that are owned by retailers.

Question 13

Mattel teamed with Coca-Cola to market Soda Fountain Sweetheart Barbie. This is an example of ________.

Accepted Answer

This is an example of cobranding, where two established brands (Mattel and Coca-Cola) come together to market a product (Soda Fountain Sweetheart Barbie).

Question 14

Marketers should consider the packaging of other brands within the category when designing their brand's packaging.

Accepted Answer

Marketers should be aware of the packaging of competitor's brands and consider it when designing their own brand's packaging. This helps ensure that their brand's packaging stands out and effectively communicates its unique value proposition to customers.

Question 15

Discount retailers such as Walmart do not sell private-label brands.

Accepted Answer

Discount retailers such as Walmart do sell private-label brands.

Question 16

Existing brand equity can hamper the success of a brand extension strategy.

Accepted Answer

The answer of Existing brand equity can hamper the success...

Question 17

Marketers want to increase brand dilution, which refers to the spread of interest in and knowledge about a brand among target consumers.

Accepted Answer

Marketers want to increase brand awareness, not brand dilution. Brand dilution refers to the weakening of a brand's unique identity and differentiation through overuse, licensing, or extension.

Question 18

The Clorox Company marketed a new product called Clorox Oxygen Action multipurpose stain reliever. This is an example of a brand extension.

Accepted Answer

The introduction of a new product under the Clorox brand name is an example of a brand extension.

Question 19

Chicken of the Sea brand tuna sells more than the same size Kroger brand tuna, even though the Kroger tuna costs $0.15 less per can. Chicken of the Sea has brand ________.

Accepted Answer

Chicken of the Sea has established brand equity, which means that consumers perceive it as a higher quality or more desirable brand compared to Kroger tuna. This allows them to charge more and still sell more than their competitors.

Question 20

Packaging plays an important role in communicating brand personality.

Accepted Answer

Packaging is not just about protecting and displaying the product, but also about creating a connection with consumers by conveying a brand's personality, values, and message. The colors, materials, shape, and design of packaging can help attract and resonate with specific target audiences, and differentiate a brand from its competitors. Therefore, packaging is a powerful tool for brand identity and recognition.

Quiz 9: Product Ii: Product Strategy, Branding, and Product Management