Question 1

The primary purpose of branding is to ______.
A) to prevent competitors from stealing product ideas
B) to identify a product
C) to enhance package design
D) to increase quality
E) to boost customer satisfaction

Accepted Answer

Branding means the use of a name, term, symbol, or design-or a combination of these-to identify a product. It includes the use of brand names, trademarks, and practically all other means of product identification.

Question 2

When customers have consistently positive experiences with a brand,or they hear good things from the firm's promotion or other customers,we can expect that customers will ______ that brand name.
A) mistrust
B) demand
C) trust
D) tolerate
E) dislike

Accepted Answer

Customers trust the brand name if they consistently have a positive experience with the brand or they hear good things from the firm's promotion or other customers.

Question 3

Branding:
A) is especially helpful with a low quality product.
B) is handled by manufacturers, but not intermediaries.
C) helps consumers, but it is bad for the firm because it increases expenses.
D) is more likely to be successful if demand for the general product class is strong enough to allow a profitable price.
E) None of these alternatives is correct.

Accepted Answer

If demand is so strong that the market price can be high enough to make the branding effort profitable, it can prove to be a condition favorable to successful branding.

Question 4

If a brand consistently delivers on a promise that purchasers consider important,those purchasers are likely to develop a _______ for the brand.
A) disliking
B) trust
C) demand
D) mistrust
E) tolerance

Accepted Answer

Customers trust the brand name if they consistently have a positive experience with the brand or they hear good things from the firm's promotion or other customers.

Question 5

By definition,a brand name may not include:
A) the company name.
B) the product name.
C) words.
D) groups of words.
E) symbols and pictures.

Accepted Answer

While branding may involve the use of a name, term, symbol, or design, a "brand name" has a narrower meaning-it is restricted to a word, letter, or a group of words or letters. It does not extend to symbols or pictures. A trademark includes words, symbols, or marks.

Question 6

______ can help create brand recognition,but only ______ can create brand insistence.
A) Design; price
B) Advertising; satisfying experiences
C) Quality; distribution
D) Brand names; endorsements
E) Publicity; product trials

Accepted Answer

Advertising can help boost brand recognition, but only satisfying experiences can create brand insistence among customers.

Question 7

Which of the following is(are)TRUE?
A) A "service mark" is to a service what a "trademark" is to a physical good.
B) "Trademark" refers to all means of product identification.
C) A "trademark" must be attached to a product to be legally protected.
D) "Trademarks" and "service marks" must be words.
E) None of these alternatives is TRUE.

Accepted Answer

A trademark includes only those words, symbols, or marks that are legally registered for use by a single company. A service mark is the same as a trademark except that it refers to a service offering.

Question 8

Branding is good for some CONSUMERS because it:
A) makes shopping easier.
B) provides dependable guides to product quality.
C) helps assure regular satisfaction.
D) connects the product with the benefits the consumer expects.
E) All of these alternatives are correct.

Accepted Answer

Branding means the use of a name, term, symbol, or design or a combination of these to identify a product. Well-recognized brands make shopping easier and connect a product with the benefits a customer can expect.

Question 9

Which of the following is NOT favorable to successful branding?
A) Consistent quality can be maintained.
B) Access to favorable shelf locations is very limited.
C) Economies of scale should be possible.
D) The product is easy to identify by brand or trademark.
E) Dependable and widespread availability should be possible.

Accepted Answer

Favorable shelf locations or display space in stores is a factor within the control of retailers and has been listed as one of the conditions favorable to successful branding.

Question 10

Which of the following is(are)TRUE?
A) "Service mark" refers to all means of product identification.
B) A "trademark" must be attached to a product to be legally protected.
C) "Branding" refers to the use of symbols to identify a product-but does not include brand names.
D) "Brand name" is a word, letter, or group of words or letters.
E) All of these alternatives are TRUE.

Accepted Answer

A brand name is a word, letter, or a group of words or letters.

Question 11

A trademark
A) has no legal meaning.
B) includes those words, symbols, or marks that are legally registered for use by a single company.
C) is any word, letter, or a group of words or letters.
D) is the value of a brand to its current owner or to a firm that wants to buy it.
E) is protected by the Magnuson-Moss Act.

Accepted Answer

A trademark includes only those words, symbols, or marks that are legally registered for use by a single company.

Question 12

Which of the following would NOT be favorable for successful branding?
A) The product is hard to identify by brand or trademark.
B) The product has widespread availability in the market.
C) The product has economies of scale in production and distribution.
D) The product offers the best value for the price.
E) Product quality is easy to maintain.

Accepted Answer

Having a product that is easy to label and identify by brand or trademark is a condition favorable to successful branding.

Question 13

Identify the correct sequence of the levels involved in building brand familiarity.
A) Brand activation, brand rejection, brand recognition, brand preference, brand insistence.
B) Brand insistence, brand equity, brand evaluation, brand insistence, brand rejection.
C) Brand rejection, brand nonrecognition, brand recognition, brand preference, brand insistence.
D) Brand evaluation, brand preference, brand recognition, brand rejection, brand activation.
E) Brand rejection, brand nonrecognition, brand recognition, brand activation, brand equity.

Accepted Answer

Five levels of brand familiarity are useful for strategy planning: (1) rejection, (2) nonrecognition, (3) recognition, (4) preference, and (5) insistence.

Question 14

Branding can help BRANDERS because it:
A) may lower promotion costs.
B) can improve the company's image.
C) encourages repeat buying.
D) may develop customer loyalty.
E) All of these alternatives are correct.

Accepted Answer

Branding means the use of a name, term, symbol, or design or a combination of these to identify a product. It can also improve the company's image and speed acceptance of new products. A good brand reduces the marketer's selling time and effort.

Question 15

Brand recognition,brand preference,and brand insistence are various levels of ______.
A) brand rejection
B) branding
C) brand familiarity
D) brand equity
E) brand marks

Accepted Answer

Brand recognition, brand preference, and brand insistence are various levels of brand familiarity. Brand familiarity means how well customers recognize and accept a company's brand.

Question 16

Which of the following would NOT be favorable to successful branding?
A) The product offers superior customer value
B) Product quality fluctuates due to variations in raw materials
C) Dependable and widespread availability
D) Economies of scale in production
E) Favorable shelf locations are available

Accepted Answer

Being able to maintain product quality and price is a condition favorable to successful branding.

Question 17

Which of the following is a benefit of branding from the perspective of the manufacturer?
A) Brands improve a company's image.
B) Brands speed acceptance of new products.
C) Brands reduce selling time and effort, especially for new products marketed under the same name.
D) All of these are benefits to manufacturers.

Accepted Answer

From the perspective of a manufacturer, a good brand reduces the marketer's selling time and effort. Good brands can also improve the company's image and speed acceptance of new products marketed under the same name.

Question 18

Words,symbols,or logos that are legally registered for use by a single company are called ______.
A) trademarks
B) brand names
C) brand marks
D) service marks
E) watermarks

Accepted Answer

A trademark includes only those words, symbols, or marks that are legally registered for use by a single company.

Question 19

Why is brand rejection a big concern for service-oriented businesses?
A) Customers don't buy a brand unless its image is changed.
B) Target customers usually choose one brand over others.
C) It is hard to control the quality of service.
D) Copy-cats in the market that make the product obsolete.
E) Customers want a personal touch.

Accepted Answer

Brand rejection means that potential customers won't buy a brand unless its image is changed-or if the customers have no other choice. Brand rejection is a big concern for service-oriented businesses because it's hard to control the quality of service.

Question 20

Which of the following is a condition favorable to successful branding?
A) The product quality is difficult to maintain.
B) The product is difficult to label and identify by brand.
C) Favorable shelf locations or display spaces are available in stores.
D) Limited availability for the product in the market.
E) No economies of scale for the product.

Accepted Answer

Favorable shelf locations or display space in stores is a factor within the control of retailers and has been listed as one of the conditions favorable to successful branding.

Quiz 10: Elements of Product Planning for Goods and Services

The primary purpose of branding is to ______.

When customers have consistently positive experiences with a brand,or they hear good things from the firm's promotion or other customers,we can expect that customers will ______ that brand name.

Branding:

If a brand consistently delivers on a promise that purchasers consider important,those purchasers are likely to develop a _______ for the brand.

By definition,a brand name may not include:

can help create brand recognition,but only can create brand insistence.

Which of the following is(are) TRUE?

Branding is good for some CONSUMERS because it:

Which of the following is NOT favorable to successful branding?

Which of the following is(are) TRUE?

A trademark

Which of the following would NOT be favorable for successful branding?

Identify the correct sequence of the levels involved in building brand familiarity.

Branding can help BRANDERS because it:

Brand recognition,brand preference,and brand insistence are various levels of ______.

Which of the following would NOT be favorable to successful branding?

Which of the following is a benefit of branding from the perspective of the manufacturer?

Words,symbols,or logos that are legally registered for use by a single company are called ______.

Why is brand rejection a big concern for service-oriented businesses?

Which of the following is a condition favorable to successful branding?