Brand Brand World
Kellogg’s Froot Loops, General Mills’ Chex, and Post Honey Bunches of Oats are all examples of
a. product brands. c. brand marks.
b. trade characters. d. generic items.
A. product brand
is a name, term, symbol, or design (or combination of them) that identifies a product and distinguishes it from competitors’ products. Kellogg’s Froot Loops, General Mills’ Chex, and Post Honey Bunches of Oats are all examples of product brands. Trade characters are brand marks that have been made to seem lifelike.
A brand mark is a distinctive symbol, design, sound, or group of letters that is seen or heard but cannot be spoken. Generic items are unbranded products that are plainly packaged, have lower or standard quality, are sold at lower prices than branded products, and receive little or no promotion.
Which of the following are characteristics of a sporting event:
a. Intangible and perishable c. Unlimited and costly
b. Inexpensive and regional d. Unchanging and scarce
a. Intangible and perishable
What do the unorganized participants in sports have that the organized participants do not have?
a. Professional status c. Regulated teams
b. Freedom from rules
d. Specific times to participate
b. Freedom from rules
Several restaurant companies, including Long John Silver’s and KFC, have successfully joined forces to increase recognition, customer loyalty, and sales for all companies involved. Such
arrangements between companies are examples of
a. brand positioning. c. brand licensing.
b. brand extension. d. co-branding.
d. co-branding.
One way that sport benefits society in general is by opening up additional opportunities for
a. amateurs to feel healthy. c. communities in rural areas.
b. participants to be entertained. d. businesses in related industries.
d. businesses in related industries.
Which of the following is an example of a trade name:
a. Ford Mustang c. Ford
b. Diet Coke d. 501 Jeans
c Ford. A trade name is the name that identifies a company or organization. Ford is the name of a company. Diet Coke, Ford Mustang, and 501 Jeans are all brand names
Double Jeopardy
Who must be present for a sporting event to take place?
a. Amateurs c. Athletes
b. Professionals d. Spectators
c. Athletes
Whenever possible, an effective brand name should always be
a. short and memorable. c. related to other brands.
b. multiple syllables and flashy. d. unrelated to product features.
a. short and memorable.
*Double Jeopardy*
The non-profit organization Sesame Workshop, which produces the Sesame Street television series, often gives permission to manufacturers such as Fisher Price and Build-a-Bear Workshop to use numerous Sesame Street characters on their products for a fee. This arrangement
between Sesame Workshop and these companies is known as
a. brand positioning. c. brand licensing.
b. brand extension. d. co-branding.
c. brand licensing.
What often transfers from a sports team to the city it calls home?
a. Image c. Logo
b. Goals d. Symbol
a. Image
The Keebler Elves, Ronald McDonald, and Mr. Peanut are examples of
a. product brands. c. trade characters.
b. trade names. d. private brands.
c Trade characters. The Keebler Elves, Ronald McDonald, and Mr. Peanut are examples of trade characters, brand marks that have been made to seem lifelike. Product brands are names, terms, symbols, or designs that identify products and distinguish them from competitors’ products. Trade names are names that identify companies. Private brands are brands owned by intermediaries.
What type of sporting good are you purchasing when you buy a hat that features the logo of the Miami Dolphins?
a. Team uniforms c. Novelty items
b. Licensed merchandise d. Athletic equipment
b. Licensed merchandise
Triple Jeopardy
The National Collegiate Athletic Association and the Professional Golfers’ Association are examples of
a. sanctioning bodies. c. labor unions.
b. trade associations. d. professional societies.
a. sanctioning bodies.
Jeni’s Ice Creams added ice cream sandwiches to its highly successful ice cream brand. Such an addition to an existing brand is an example of
a. brand positioning. c. brand licensing.
b. brand extension. d. co-branding.
b. brand extension.
*Double Jeopardy*
Which of the following is one of the benefits you receive when you participate in unorganized sports:
a. Publicity c. Coaching
b. Compensation d. Recreation
d. Recreation
Double Jeopardy
Which of the following is an advantage of family branding:
a. New products are easier to introduce.
b. New products are not tied to company image.
c. Sellers need less shelf space.
d. Unrelated products are recognizable.
a New products are easier to introduce. Products are easier to introduce under an accepted, recognized brand name. One of the reasons this is true is that family brands are tied to company image. Family brands are used for related products, not unrelated products. The amount of shelf space needed depends on the number of items in the product line. Sellers are generally more willing to provide additional shelf space for an addition to a successful family brand.
Participating in an exercise class at the local health club is an example of
a. taking lessons. c. weight lifting.
b. improving skills. d. personal training.
d. personal training.
Determine which of the following is a true statement:
a. The more common the brand name, the better it is.
b. A good brand name creates an appealing image.
c. Long brand names are more graphically pleasing.
d. Brand names belonging to other firms are available free.
b. A good brand name creates an appealing image.
*Double Jeopardy*
A clothing store wants its customers to know how it differs from other retailers in the area, so
it highlights the benefits of shopping at its store to create its image. The store is engaging in
a. brand extension. c. brand licensing.
b. co-branding. d. brand positioning.
d. brand positioning.
What benefit does a major sporting event or popular sports attraction provide to a city?
a. Cultural c. Political
What benefit does a major sporting event or popular sports attraction provide to a city?
a. Cultural c. Political
b. Economic d. Athletic
d. Athletic
b. Economic
A disadvantage of individual brands is that they may
a. contaminate each other.
b. be associated with one-of-a-kind benefits.
c. prevent companies from reaching different markets.
d. require more promotion.
d Require more promotion. Because the company does not use its trade name, the product must be promoted on an individual basis. Advantages of individual brands include allowing companies to reach different markets, associating one-of-a-kind benefits with the individual brand, and preventing brands from contaminating each other.
When you read a magazine article about a star athlete, you are using the product of
a. advertising media. c. marketing data.
b. promotional records. d. sports information.
d. sports information.
Can any brand name be selected and used by a business?
a. Yes, a business can use any name it wants to use.
b. No, the name must be registered before it can be used.
c. No, the name must be legally available for use.
d. Yes, brand names cannot be owned by a business.
c. No, the name must be legally available for use.
Before selecting a brand name for a new product, marketers should determine the acceptability of brand possibilities among different cultures. As part of this process, marketers should
a. create URLs for the product in each of the countries where the product will be marketed.
b. develop a different trade character for each of the countries where the product will be marketed.
c. determine if the brand name would be culturally taboo where the product will be
marketed.
d. choose a different brand name for each country where the product will be marketed.
c. determine if the brand name would be culturally taboo where the product will be
marketed.
What has the growth of the sport industry created?
a. Physical goals c. Athletic skills
b. Job opportunities d. Marketing trends
b. Job opportunities