Question 1

The Federal Trademark Dilution Act of 1995 deals with:
A) unregistered trademarks in the marketplace and legal protection for generic names.
B) the establishment of procedures for distinguishing generic names from genericized names.
C) the regulation of cases of cybersquatting and Internet domain name impingement.
D) the rights of a trademark holder to sue for trademark infringement.

Accepted Answer

The Federal Trademark Dilution Act of 1995 specifically deals with the rights of a trademark holder to sue for trademark infringement, providing added protection and legal remedies for famous and well-known trademarks.

Question 2

The strategy of attaching a popular brand name to a new product in an unrelated product category is known as _____.
A) brand licensing
B) brand reinforcement
C) brand engagement
D) brand extension

Accepted Answer

The strategy of attaching a popular brand name to a new product in an unrelated product category is known as brand extension. Brand licensing involves renting or leasing out the brand name for use by another company. Brand reinforcement refers to strengthening the existing perception or image of a brand, while brand engagement focuses on creating an emotional connection between the brand and its consumers.

Question 3

According to the Young & Rubicam's BrandAsset Valuator model,brand relevance is a dimension of brand personality that refers to:
A) the extent of consumer awareness of a brand and understanding of what kind of product it stands for.
B) the real and perceived appropriateness of a brand to a big consumer segment.
C) the way in which brand equity is assigned to the brand by evaluating institutions.
D) a brand's ability to stand apart from competitors.

Accepted Answer

Brand relevance refers to the appropriateness of a brand to a large consumer segment. It is measured by how well the brand meets the expectations and needs of its target audience. It is not about awareness or understanding of a brand, how brand equity is evaluated, or standing apart from competitors.

Question 4

A popular clothing brand in Switzerland decided to launch a new line of home furniture under the same brand name.This strategy being used by the company to launch its new offerings is called _____.
A) line engagement
B) brand reinforcement
C) line extension
D) brand extension

Accepted Answer

The strategy being used by the company is called brand extension. This means that the company is extending its brand name from clothing to home furniture.

Question 5

A "_____" carries an item's brand name or symbol,the name and address of the manufacturer or distributor,information about the product's composition and size,and recommended uses.
A) brand mark
B) label
C) brand token
D) watermark

Accepted Answer

A label is a tag, sticker, or stamp that carries information about an item, including the brand name or symbol, manufacturer or distributor details, composition and size information, and recommended uses. A brand mark is a distinctive symbol, design, or other identifying mark used to differentiate a company or product from others in the market. A brand token is not a commonly used term, and a watermark is a faint image or design printed on paper that appears as a result of the manufacturing process. Therefore, the best choice is B: label.

Question 6

The original objective of packaging was to:
A) create a brand image of the product.
B) indicate the quality of the product.
C) protect products from physical damage.
D) comply with government regulations.

Accepted Answer

The original objective of packaging was to protect products from physical damage during transportation and storage. The other objectives such as creating a brand image, indicating quality, and complying with government regulations came later as packaging evolved as a marketing tool.

Question 7

Which is the following statements is true of category management?
A) Category managers are responsible for the profitability of their product groups.
B) Category managers help a retailer's category buyer maximize sales for a particular manufacturer's product rather than the whole category.
C) Category managers are usually assigned to a single brand rather than each retail chains.
D) Category managers are oriented toward mass market advertising, not in-store merchandising.

Accepted Answer

Category managers are responsible for the profitability of their product groups, which may include a variety of brands and subcategories, not just a single brand. They work closely with category buyers to develop strategies for maximizing sales and profits within their assigned categories. In doing so, they may focus on individual manufacturers' products as well as the overall performance of the category. Category managers are often involved in in-store merchandising and promotion activities, which can influence shoppers' purchasing behavior.

Question 8

If Sunbeam were to develop a new coffee machine and brand it as "The Coffee Maker," the company would not be able to register the term as its trademark because:
A) the trademark must contain the company's name to be registered.
B) using "the" in the trademark makes it exclusive to a particular manufacturer.
C) the term describes a particular type of product.
D) the trademark should always be an acronym.

Accepted Answer

"The Coffee Maker" is a generic term that describes a particular type of product, and therefore cannot be registered as a trademark.

Question 9

Companies that adopt category management system start the process by:
A) setting performance standards and measuring actual results against the standard.
B) defining the category based on the target market's needs.
C) staffing the sales force, including the national sales teams assigned to major retailers.
D) identifying consumer groups and the store clusters with the greatest sales potential.

Accepted Answer

The first step in adopting category management system is to define the category based on the target market's needs. This involves identifying the customer's needs and preferences and grouping products accordingly. The other options are important steps in the process, but they come after the category has been defined.

Question 10

A _____ is a symbol or a pictorial design that distinguishes a product from its competitors' offerings.
A) brand dress
B) water mark
C) brand mark
D) category tag

Accepted Answer

A brand mark is specifically designed to identify a company's product and sets it apart from its competitors. A brand dress is not a commonly used term and is likely a typo. A watermark is a type of image or text that is placed behind another piece of content to indicate ownership or authenticity. A category tag is a label used to categorize or group products together, but it does not necessarily identify a specific brand or distinguish it from competitors.

Question 11

According to the Young & Rubicam's BrandAsset Valuator model,the _____ is a dimension of brand personality that refers to the extent of consumer awareness of a brand and the understanding of what a good or service represents.
A) knowledge
B) esteem
C) recognition
D) differentiation

Accepted Answer

Knowledge is the correct answer because it refers to the level of awareness and understanding that consumers have about a brand, which is exactly what the question describes.

Question 12

The numerical bar code system used to record product and price information is called the _____.
A) uniform serial number
B) unitized product locator
C) unique label identifier
D) universal product code

Accepted Answer

The numerical bar code system used to record product and price information is called the Universal Product Code (UPC).

Question 13

The term _____ is used by marketers to refer to the visual components that contribute to the overall look of a brand.
A) water mark
B) brand token
C) service mark
D) trade dress

Accepted Answer

The term "trade dress" refers to the visual components of a brand, including color schemes, design elements, packaging, and even the layout of physical stores. It is a type of intellectual property that can be protected under trademark law.

Question 14

Which of the following factors has helped increase the importance of packaging as a marketing tool?
A) Marketers' emphasis on targeting large market segments
B) Increased popularity of generic products
C) Changes in consumer lifestyles and buying habits
D) Global economic recessive trends

Accepted Answer

Changes in consumer lifestyles and buying habits have led to an increased importance of packaging as a marketing tool. Consumers are now more concerned with convenience, portability, and sustainability, which has led to innovations in packaging design and functionality. Additionally, the rise of e-commerce has increased the importance of packaging as a way to differentiate products and create a positive first impression on the consumer.

Question 15

International Business Machines decided to brand its products under its acronym IBM.From a marketing perspective,this was a smart idea because as a brand name,IBM:
A) is easy to pronounce, recognize, and remember.
B) is easy to translate into any language.
C) accurately describes the products it manufactures.
D) can easily be expanded to suit innovative advertising campaigns.

Accepted Answer

Choosing to brand products under the acronym IBM was a smart idea because it is easy to pronounce, recognize, and remember, making it a strong brand name. While the other options may have their merits, they do not directly relate to why choosing IBM as a brand name was a smart decision.

Question 16

A _____ is a brand for which the owner claims exclusive legal protection.
A) water mark
B) field symbol
C) trademark
D) category code

Accepted Answer

A trademark is a brand or symbol that is legally protected and can only be used by the owner or authorized parties. A watermark is a design or image that is embedded into paper or digital materials for identification or security purposes, but it is not necessarily a brand. A field symbol and category code are not related to brand protection.

Question 17

A characteristic of a good brand name is that it should:
A) avoid giving buyers the correct connotation of the product's image.
B) be easy to recognize and remember.
C) always be an acronym.
D) be difficult to pronounce.

Accepted Answer

A good brand name should be easy to recognize and remember, making it easier for consumers to recall and purchase the product in the future. Avoiding giving buyers the correct connotation of the product's image or using an acronym can confuse customers, and a name that is difficult to pronounce can make it harder to spread word-of-mouth about the brand.

Question 18

According to the Young & Rubicam's BrandAsset Valuator model,the _____ dimension of a brand personality is a combination of perceived quality and consumer perceptions about its growing or declining popularity.
A) differentiation
B) relevance
C) esteem
D) knowledge

Accepted Answer

The esteem dimension of the BrandAsset Valuator model is a combination of perceived quality and consumer perceptions about its growing or declining popularity. This dimension focuses on how well-respected and admired the brand is in the minds of consumers.

Question 19

Based on the Young & Rubicam's BrandAsset Valuator model,_____ is a dimension of brand personality that refers to a brand's ability to stand apart from competitors.
A) knowledge
B) differentiation
C) relevance
D) competence

Accepted Answer

The dimension of brand personality that refers to a brand's ability to stand apart from competitors is differentiation, which is the degree to which a brand is seen as unique and distinctive in the market. The other dimensions in the Young & Rubicam's BrandAsset Valuator model include knowledge (the amount of information and understanding consumers have about the brand), relevance (the extent to which the brand meets the consumer's needs and is important to them), and competence (the ability of the brand to deliver on its promise).

Question 20

The leaping jaguar symbol,featured on cars of a particular brand,is a part of the brand's:
A) service mark.
B) trade dress.
C) watermark.
D) trade token.

Accepted Answer

The leaping jaguar symbol is a distinctive feature of the brand's overall appearance, which is known as trade dress. Trade dress refers to the visual elements (such as colors, shapes, and designs) that serve to identify the source of a product or service.

Quiz 13: Developing and Managing Brand and Product Categories

The Federal Trademark Dilution Act of 1995 deals with:

The strategy of attaching a popular brand name to a new product in an unrelated product category is known as _____.

According to the Young & Rubicam's BrandAsset Valuator model,brand relevance is a dimension of brand personality that refers to:

A popular clothing brand in Switzerland decided to launch a new line of home furniture under the same brand name.This strategy being used by the company to launch its new offerings is called _____.

A "_____" carries an item's brand name or symbol,the name and address of the manufacturer or distributor,information about the product's composition and size,and recommended uses.

The original objective of packaging was to:

Which is the following statements is true of category management?

If Sunbeam were to develop a new coffee machine and brand it as "The Coffee Maker," the company would not be able to register the term as its trademark because:

Companies that adopt category management system start the process by:

A _____ is a symbol or a pictorial design that distinguishes a product from its competitors' offerings.

According to the Young & Rubicam's BrandAsset Valuator model,the _____ is a dimension of brand personality that refers to the extent of consumer awareness of a brand and the understanding of what a good or service represents.

The numerical bar code system used to record product and price information is called the _____.

The term _____ is used by marketers to refer to the visual components that contribute to the overall look of a brand.

Which of the following factors has helped increase the importance of packaging as a marketing tool?

International Business Machines decided to brand its products under its acronym IBM.From a marketing perspective,this was a smart idea because as a brand name,IBM:

A _____ is a brand for which the owner claims exclusive legal protection.

A characteristic of a good brand name is that it should:

According to the Young & Rubicam's BrandAsset Valuator model,the _____ dimension of a brand personality is a combination of perceived quality and consumer perceptions about its growing or declining popularity.

Based on the Young & Rubicam's BrandAsset Valuator model,_____ is a dimension of brand personality that refers to a brand's ability to stand apart from competitors.

The leaping jaguar symbol,featured on cars of a particular brand,is a part of the brand's: