CHP. 14 MKTG

The part of a brand that can be spoken including letters, numbers, and words is the a) brand. b) brand mark. c) brand name. d) trade name. e) trademark.

Kleenex Boutique is a brand ___________ of tissues made by the Kimberly-Clark Corporation. a) mark b) identification c) name d) guarantee e) type

McDonald's golden arches are a classic example of a a) brand. b) brand symbol. c) brand name. d) brand mark. e) trademark.

A distinguishing factor between a brand name and a brand mark is that a brand name a) creates customer loyalty. b) consists of words. c) identifies only one item in the product mix. d) is registered with the U.S. Patent and Trademark Office. e) implies an organization's name.

Healthy Choice is a ____ manufactured by ConAgra Foods, which is a ____. a) brand mark; trade name b) brand name; trade name c) trade name; brand d) brand name; trademark e) brand mark; trademark

Brands provide all of the following benefits for buyers except that they do not a) foster brand loyalty. b) help identify specific products. c) help buyers evaluate the quality of products. d) offer psychological rewards. e) reduce perceived risk of purchase.

A trademark signifies a) that the owner has exclusive use of a brand and others are prohibited from using it. b) that a product was manufactured by a particular company. c) the full and legal name of an organization. d) the level of quality of a product based on its legally protected rights. e) the inventive use of a brand name or brand mark to identify a company's products.

iPod is the ___________ of the MP3 player made by Apple, Inc. a) trade name b) brand mark c) trade label d) brand e) identifier

The full and legal name of an organization is called the a) trademark. b) legal title. c) organizational name. d) brand name. e) trade name.

Brand ___________ is a customer's favorable attitude toward a specific brand and, depending on its strength, some likelihood of the consistent purchase of this brand. a) loyalty b) equity c) awareness d) personality e) quality

Joe is an athlete who plays a variety of sports that all require various athletic shoes. He has a favorable attitude toward Nike shoes. This favorable attitude is called brand a) loyalty. b) recognition. c) preference. d) insistence. e) equity.

The weakest level of brand loyalty is brand a) recognition. b) insistence. c) equity. d) trial. e) preference.

The three levels of brand loyalty from strongest to weakest are a) preference, insistence, recognition. b) insistence, recognition, preference. c) insistence, preference, recognition. d) recognition, preference, insistence. e) insistence, preference, indifference.

When a customer is aware that a brand exists and considers it a possibility if his preferred brand is out, he exhibits brand a) loyalty. b) insistence. c) preference. d) acknowledgement. e) recognition.

A customer who really wants to buy a certain brand but will settle for others if her first choice is unavailable displays brand a) recognition. b) acceptance. c) preference. d) insistence. e) acknowledgement.

Melissa needs some spaghetti sauce and always buy Ragu. However, her local supermarket is out of Ragu and since Melissa wants to get home to cook dinner she settles for Prego. Melissa has brand _____ for Ragu and brand _____ for Prego. a) insistence; recognition b) insistence; preference c) loyalty; preference d) preference; recognition e) preference; loyalty

A customer must have a particular brand and will accept no substitutes. This is termed brand a) preference. b) loyalty. c) insistence. d) recognition. e) requirement.

What degree of brand loyalty is the strongest and most desired by marketers? a) Preference b) Requirement c) Awareness d) Insistence e) Recognition

Recently Jose went to a neighborhood grocery store to pick up a few items. When he looked for Old Spice Ultra deodorant, it was unavailable. Although there were a number of deodorant brands available, he did not buy any deodorant. Jose's behavior indicates that he most likely has what level of brand loyalty toward Old Spice Ultra deodorant? a) Recognition b) Resistance c) Preference d) Insistence e) No brand loyalty

T F A brand name is the part of the brand that is spoken.

T F Registration of a brand with the U.S. Patent and Trademark Office provides a firm with worldwide rights to use that brand for a specified time period.

T F Customers use brands to help judge product quality.

T F Every aspect of a brand is subject to a marketer's control.

T F The term "cultural branding" describes how a brand conveys a powerful myth that consumers find useful in cementing their identities.

T F Brand recognition exists when a customer is aware that the brand exists and views it as an alternative to purchase if the preferred brand is unavailable or if the other available brands are unfamiliar to the customer.

T F Brand preference is the strongest form or degree of brand loyalty.

T F Brand preference is a degree of brand loyalty in which a customer definitely prefers one brand over competitive offerings and will purchase this brand if available.

T F Although difficult to measure, brand loyalty represents the value of a brand to an organization.

T F Brand insistence is the degree of brand loyalty in which a customer strongly prefers a specific brand, will accept no substitute, and is willing to spend a great deal of time and effort to acquire that brand.

T F Brand insistence is the strongest degree of brand loyalty but the least common type of brand loyalty.

The value, measured in either marketing or financial terms, associated with a brand's strength in a market is referred to as brand a) loyalty. b) value. c) share. d) equity. e) association.

Elements that help create brand equity include all of the following except brand a) quality. b) associations. c) loyalty. d) recognition. e) awareness.

Brand name awareness is an important element of brand equity because a familiar brand is more likely to be in a customer's _____ than an unfamiliar brand. a) inept set b) loyalty set c) preference group d) brand group e) consideration set

Compared to creating and developing a brand from scratch, a firm sometimes buys a brand from another company at a premium price because outright purchase is a) more challenging strategically. b) less time consuming. c) less risky. d) less expensive. e) less expensive and less risky.

The talking gecko used by Geico Insurance facilitates the development of a) brand associations. b) perceived brand quality. c) product preference. d) manufacturer brands. e) product equity.

Which of the following products is an example of a manufacturer brand? a) Sears Kenmore washing machines b) JC Penney jeans c) Kmart tires d) Pioneer stereos e) Safeway tomato sauce

Private distributor, generic, and manufacturer are the three types of a) equity. b) brands. c) producers. d) packaging. e) trade names.

A ___________ brand usually requires a producer to become involved in distribution, promotion, and pricing decisions. a) dealer b) manufacturer c) private distributor d) store e) wholesaler

Another common name for a private distributor brand is a ______ brand. a) home b) manufacturer c) generic d) store e) label

Private distributor brands are owned by a) manufacturers only. b) manufacturers and retailers. c) wholesalers only. d) manufacturers and wholesalers. e) wholesalers or retailers.

Old Navy sells only Old Navy labeled clothing in its retail stores. The Old Navy brand is not sold in any other outlet. Old Navy is a _____ brand. a) generic b) reseller c) manufacturer d) distribution e) private distributor

Craftsman tools, sold and branded by Sears, is an example of a ___________ brand. a) manufacturer b) generic c) wholesaler d) private distributor e) regional

The major characteristic of a private brand is that a) only retailers initiate and own the brand. b) manufacturers are not identified on the product. c) producers become involved with the marketing mix. d) producers price the product. e) wholesalers encourage producers to make the product available.

Private distributor brands are owned by retailers and do not identify the manufacturer of the product. Which of the following is an example of a private distributor brand? a) Green Giant corn b) IBM computers c) Sears Kenmore washers d) Little Debbie snack cakes e) Nike Air Jordan basketball shoes

Traditionally, the main advantage of a private brand over a manufacturer brand was the _____, but this advantage is gradually diminishing. a) better price b) higher quality c) more accessible distribution d) straightforward labeling e) friendlier customer service

Kellogg's Rice Krispies, a _____ brand, is likely to be found next to Crispy Rice, a _____ brand that has very similar coloring and styling for its package. a) generic; store b) manufacturer; private c) dealer; private distributor d) producer; house e) distributor; store

Of the different types of brands, the one that has experienced the steadiest growth is a) manufacturer. b) producer. c) generic. d) private distributor. e) imitator.

Many manufacturers that produce their own brand a) also produce generic versions of their products. b) sell only to outlets bearing their brand name. c) receive most of their profits from service work. d) use low prices to build their perceived brand quality. e) also produce products for private distributor brands.

A product that is simply labeled with the product category is considered a a) private brand. b) no-name product. c) generic brand. d) poor quality item. e) lean manufacturer brand.

A package of aluminum foil at Kroger grocery store has no brand name on the package. This product is an example of a _________ brand. a) manufacturer's b) private distributor's c) no-name d) generic e) no-frills

While grocery shopping at Albertson's grocery store, Janna sees a box that is plain in color and labeled cotton swabs. This is an example of a) streamline packaging. b) generic branding. c) store branding. d) individual branding. e) category-consistent packaging.

At one time, generic brands represented about 10 percent of all retail grocery sales. Today they account for a) considerably less. b) about 35 percent. c) about the same. d) up to 20 percent. e) approximately 25 percent.

A ___________ brand type is considered the least protectable under existing trademark regulations. a) descriptive b) fanciful c) generic d) symbolic e) suggestive

Which of the following should be the least important concern for marketers when selecting a brand name? a) Choosing a name that is easy to say and recall b) Positively suggesting the product's major benefits c) Designing a name that can be used in all different types of media d) Developing an advertising campaign to introduce the name e) Checking to see if the name is already trademarked by another company

Regarding the factors that marketers consider when selecting a brand name, which one does the toilet bowl sanitizer 2000 Flushes best fulfill? a) Compatibility with other products in the line b) Flexibility to be used in various types of media c) Using fabricated names that cannot be duplicated d) Indicating the product's major benefits e) Keeping the brand name as short as possible

Which of the following is a primary factor specific to services in choosing a brand name? a) The service brand is usually the same as the company name so it must be flexible enough to fit several services. b) The name must convey an image of great customer service because this is more important for services than for goods. c) The name should be distinctive and set the company apart from potential competitors. d) Shortness and conciseness are extremely important when choosing brand names for services so that they can easily be remembered. e) Service brands are much more difficult to protect legally, so marketers must focus on creating brands

What is the most protectable brand type as determined by a series of court decisions? a) Generic b) Suggestive c) Descriptive d) Arbitrary e) Fanciful

The brand name Hamburger Helper would most likely be considered a) arbitrary. b) generic. c) suggestive. d) descriptive. e) fanciful.

Through a series of court decisions, a hierarchy of brand protection based on brand type has been created. These brand types include all but which of the following? a) Arbitrary b) Descriptive c) Fanciful d) Generic e) Symbolic

Besides generic names, what other types of names are very difficult to protect? a) Names created by the company b) Surnames and geographic names c) Arbitrarily chosen names not related to the product d) Arbitrarily chosen names related closely to the product e) Names that contain shapes and colors

The well-known brand AT&T (American Telephone and Telegraph) would most likely be classified as a) fanciful. b) generic. c) descriptive. d) suggestive. e) arbitrary.

Of the following choices, which would be the easiest brand name to legally protect? a) Tarzink Yogurt b) Learn and Grow Daycare c) Scout Camping Supplies d) Sullivan Water Filtering Systems e) Western County Distributors

Registration of a trademark with the U.S. Patent and Trademark Office protects trademarks domestically for ____ years with indefinite renewals. a) two b) thirty c) eighteen d) five e) ten

Which of the following laws was enacted by Congress in 1988 to strengthen trademark protection? a) Brand Protection Act b) Lanham Act c) Trademark Infringement Act d) Trademark Law Revision Act e) U.S. Patent and Trademark Act

Many brand names have become so common that they are now generic terms for a particular product category. Which of the following is the best example of this? a) Aunt Jemima Pancake mix b) Dell computers c) Puffs d) Crispix e) Jell-O

The amount of annual losses companies suffer from counterfeit products is estimated to be a) $500-$800 million. b) $3-$5 billion. c) $30-$50 billion. d) $250-$350 billion. e) $600-$800 billion.

The most recent act passed by Congress that addresses the protection of trademarks is the a) Lanham Act. b) Trademark Law Revision Act. c) Counterfeit Protection Act. d) U.S. Patent and Trademark Act. e) Fair Trademark and Brand Name Usage Act.

Which of the following types of products would be the most difficult to brand? a) Wheat b) Soap c) DVD players d) Automobiles e) Tax preparation services

T F Brand equity is a customer's favorable attitude toward a specific brand and, depending on strength, some likelihood of consistent purchase of the brand when needs for a product in this product category arise.

T F Four major elements underlie brand equity including brand name awareness, brand loyalty, perceived brand quality, and brand associations

T F Compared to an unfamiliar brand, a familiar brand is more likely to be selected by a customer because it often is viewed as reliable and of acceptable quality.

T F Brand equity helps give a brand the power to capture and maintain a consistent market share, which provides stability to an organization's sales volume.

T F Apple Computer is an example of a manufacturer brand.

T F Green Giant is an example of a private distributor brand.

T F Kenmore is an example of a manufacturer brand.

T F Store brands appeal mainly to lower-income, price-conscious customers.

T F By law, manufacturers must be identified on the labels of private brands.

T F The production of private distributor brands for resellers may allow a manufacturer to use excess capacity efficiently.

T F Competition between manufacturer brands and private distributor brands is becoming more intense in several major categories.

T F A generic brand indicates only the product category.

T F A brand name should indicate the product's major benefits.

T F A brand name used for a product line should be compatible with most of the products in the line.

T F Marketers may use brand names that have absolutely no meaning to avoid negative connotations.

T F Brand names should be different from the company name to avoid confusion.

T F A service brand name must be flexible enough to encompass not only current services offered, but possible future ones as well.

T F A brand name like "Northwest Airlines" provides greater flexibility than the brand name "Humana."

T F Service marketers frequently use symbols in combination with brand names.

T F Suggestive brand names are easier to protect legally than fanciful names.

T F The brand name "Minute Rice" would be more difficult to protect legally than "Exxon."

When a firm uses a policy of naming each product differently, this strategy is called ___________ branding. a) brand-extension b) family c) differentiated d) individual e) new-product

R. J. Reynolds markets several brands of cigarettes, including Vantage, Camel, Winston, and Salem. This is an example of which type of branding policy? a) Generic b) Individual c) Family d) Line family e) Brand extension

A major advantage of using individual branding is that a) the promotion of one of the company's brands will also promote the company's other brands. b) this branding policy will prevent the overextension of a brand name to products that are completely unrelated to the original. c) a poor quality product will not contaminate all of the company's other products with negative images. d) a specific brand name for each product will help the company grow during times of economic recession. e) the quality of one of the company's products will help increase the perceived quality image of the company's other related products.

When ___________ branding is used, each of a firm's products is branded with at least part of the same name. a) individual b) trademark c) family d) selective e) brand-extension

When Anheuser-Busch added Michelob Light to the line of Michelob beers, the firm was using ___________ branding. a) brand-extension b) individual c) exclusive d) selective e) existing

When a firm uses an existing brand name as part of a brand name for a new product, this is called ___________ branding. a) brand-extension b) licensed c) family d) individual e) new-product

Gorton's sells Gorton's Fish Sticks, Gorton's Fish Fillets, and Gorton Grilled Fish. This is an example of a) family branding. b) shared naming. c) individual branding. d) brand extension. e) single branding

Lysol Basin, Tub, and Tile Cleaner and Lysol Disinfectant Spray exemplify a) private branding. b) product brand marks. c) family branding. d) individual branding. e) wholesaler branding.

___________ occurs when two or more brands are placed on a single product. a) Brand extension b) Brand licensing c) Line family branding d) Co-branding e) Cohort branding

hen a product tries to capitalize on the brand equity of two separate brands, marketers are using a) licensing. b) dual-branding. c) partnerships. d) brand extension. e) co-branding.

Which of the following issues is least important in using co-branding effectively? a) The brands involved should represent a complementary fit in a customer's mind. b) The brands that are teamed together should not lose their individual identities. c) The brands involved should be owned by different companies. d) Co-branding should be done in a way so that it is obvious which brand is the main brand or key brand. e) Co-branding should take advantage of the distribution capabilities of the brands involved.

Ford Explorer vehicles that are Eddie Bauer versions exemplify a) brand licensing. b) brand extensions. c) dual-branding. d) co-branding. e) cooperative branding.

Betty Crocker Brownie mix that contains real Hershey's syrup is an example of a) brand extension. b) brand licensing. c) co-branding. d) individual branding. e) line family branding.

To use co-branding effectively, which one of the following is probably least important? a) The brands involved should represent a complementary fit in a customer's mind. b) The brands that are teamed together should not lose their individual identities. c) The brands involved should be owned by two or more organizations. d) To avoid confusion on the part of customers, co-branding should be done in a way so that it is obvious which brand is the main brand or key brand. e) The co-branded product should be able to benefit from the distribution system of both brands involved.

A co-branded product from Ruffles potato chips and Chiquita bananas would likely fail because a) neither of these brands is very well known to consumers. b) their products are not complementary. c) they are both food products. d) this co-branding will not provide product differentiation. e) the market segment for this product is too vast

Trying to link a motorcycle brand like Harley-Davidson to a food brand like Healthy Choice would be considered a poor decision in this type of branding. a) Co-branding b) Individual branding c) Family branding d) Product branding e) Wholesaler branding

If Ralph Lauren, a designer of fine clothing, authorized Dan River Mills to market a line of sheets under the Ralph Lauren name - this arrangement is an example of a) brand extension. b) brand licensing. c) product continuation. d) private branding. e) individual branding.

An agreement in which one company allows another to use its brand on other products for a fee is called a) co-branding. b) brand extension. c) brand licensing. d) trademark licensing. e) cooperative branding.

In a brand licensing arrangement, the licensee is responsible for a) providing the brand name to another organization for use in promoting products. b) collecting the royalties from sales of the licensed products. c) half of the financial losses in the event that the licensed brand is a failure. d) the production, but not the marketing of the licensed product. e) the manufacturing, marketing, and financing of the licensed product.

Brand licensing agreements can fail for many reasons but usually not because of a) poor timing in the marketplace. b) a lack of manufacturing control of the licensed product. c) a strong match between the product and the licensed brand. d) using the wrong types of distribution channels to market the product. e) licensing the brand to too many unrelated products.

Marvel Comics allowed various organizations to use its Spiderman and Incredible Hulk characters to market a wide variety of toys and clothing items. Marvel Comics received a percentage of the gross revenues. This is a) brand licensing. b) character exploiting. c) co-branding. d) family branding. e) trademark leasing.

T F Individual branding facilitates market segmentation.

T F Family branding occurs when all of a firm's products are branded with all or part of the same name.

T F The brands used for co-branding cannot be owned by the same company.

T F To gain customer acceptance, the two brands involved in co-branding must represent a complementary fit in the minds of buyers

T F Co-branding capitalizes on the trust that customers have in both companies involved, especially when the brands complement one another in the mind of the buyer.

T F Distribution capabilities can increase as a result of co-branding, which is an advantage for participating partners.

T F Brand licensing gives a company the ability to gain more revenue and low-cost or free promotional exposure.

T F A Jeep leather jacket is an example of brand licensing.