Question 1

Firms can receive trademark protection only for the brand name and brand mark and not for the product features or packaging elements.

Accepted Answer

Trademark protection can also extend to product features, packaging, and design elements that distinguish a brand's goods or services, known as trade dress, in addition to brand names and marks.

Question 2

The _____ stage in brand loyalty leads consumers to refuse alternatives and search extensively for the desired merchandise.

Accepted Answer

Brand insistence is the stage in brand loyalty where consumers are so loyal to a brand that they reject alternatives and will search extensively for their preferred brand's products.

Question 3

A company has introduced a new product in the market. The company distributes free samples of this product to people so that they can try it. This product is at the _____ stage of brand loyalty.

Accepted Answer

At the stage of brand recognition, consumers are introduced to the product and begin to recognize it. Distributing free samples is a strategy to increase awareness and recognition of the new product among potential customers.

Question 4

Line extension is the strategy of attaching unrelated products to a known brand name to gain instant recognition for the new offerings.

Accepted Answer

Line extension involves adding new products to an existing product line within the same category, not attaching unrelated products to a known brand.

Question 5

Consumers at the _____ level of brand loyalty, rely on previous experiences with the product when choosing it, if available, over competitors' products.

Accepted Answer

Brand preference indicates a stage of brand loyalty where consumers prefer one brand over others, often based on past experiences with the product.

Question 6

Merrill Lynch's bull logo cannot be considered a part of the product's trade dress.

Accepted Answer

Merrill Lynch's bull logo can be considered a part of the product's trade dress because trade dress refers to the visual appearance of a product or its packaging that signifies the source of the product to consumers, including shapes, colors, designs, and logos like the Merrill Lynch bull.

Question 7

A product is said to have achieved brand preference when:

Accepted Answer

Brand preference occurs when consumers recognize a product and prefer it over competitors' products, indicating a positive attitude and loyalty towards the brand.

Question 8

Brand extension is the strategy of developing individual offerings that appeal to different market segments while remaining closely related to the existing product line.

Accepted Answer

Brand extension involves using an established brand name to launch a new product in a different category, not just appealing to different market segments within the same product line.

Question 9

Which of the following is true of generic products?

Accepted Answer

Generic products are typically characterized by their plain labels, minimal to no advertising, and the absence of brand names, distinguishing them from branded products that rely on brand identity and marketing.

Question 10

A _____ brand refers to a brand name owned by a manufacturer or a producer.

Accepted Answer

A private brand is a brand name owned by a manufacturer or a producer.

Question 11

A market penetration strategy seeks to increase sales of existing products in existing markets.

Accepted Answer

A market penetration strategy focuses on increasing sales of already existing products in already existing markets, through various tactics such as pricing discounts, increased advertising or promotions, and improving distribution channels.

Question 12

A product's package color, size, and label shapes are all part of its trade dress.

Accepted Answer

Trade dress refers to the visual appearance of a product or its packaging that signifies the source of the product to consumers, including features such as size, shape, color, texture, graphics, and design.

Question 13

The original owner of a brand name can claim exclusive rights to the name even when the brand name becomes a descriptive generic name for a class of products.

Accepted Answer

Once a brand name becomes generic through common use, the original owner may lose the exclusive trademark rights to that name, as it becomes a common term for the class of products rather than being identifiable with the brand itself.

Question 14

Fears of product tampering have forced many firms to improve package designs.

Accepted Answer

Due to concerns over product tampering, many companies have indeed enhanced their packaging designs to ensure consumer safety and maintain trust in their products.

Question 15

Which of the following products is most likely to achieve the status of brand insistence?

Accepted Answer

Cars are more likely to achieve brand insistence due to their high involvement purchase decision, brand loyalty, and significant differentiation between brands.

Question 16

A trademark is different from a trade name, which is usually used to identify a company.

Accepted Answer

A trademark is a recognizable sign, design, or expression which identifies products or services of a particular source from those of others, while a trade name is the name under which a company does business and is registered with the state for legal and official purposes, not necessarily serving as a mark of identification for goods or services.

Question 17

Marketers' emphasis on targeting smaller market segments has increased the importance of packaging as a promotional tool.

Accepted Answer

Smaller market segments often have more specific needs and preferences, making packaging a crucial element in attracting and communicating with these targeted groups. Packaging can differentiate products and appeal directly to the desires of these niche markets, enhancing its role as a promotional tool.

Question 18

An effective label performs both promotional and informational functions.

Accepted Answer

An effective label serves to both promote the product by attracting the consumer's attention and providing necessary information about the product, such as ingredients, usage instructions, and safety warnings.

Question 19

The Kirkland brand is owned by Costco, and the products can only be purchased at Costco stores. Costco contracts with manufacturers to produce and package products under the Kirkland name. Kirkland can be regarded as a(n):

Accepted Answer

Kirkland is a private brand because it is owned by a retailer (Costco) and its products are available exclusively at Costco stores. Private brands are those owned by a retailer or a wholesaler rather than a manufacturer.

Question 20

A line extension involves the addition of new sizes, styles, flavors, or related products to an existing group of products.

Accepted Answer

A line extension refers to the expansion of an existing product line by introducing new variations such as different sizes, styles, flavors, or other attributes to appeal to a broader customer base.

Quiz 11: Product and Branding Concepts