B
Kellogg’s Froot Loops, General Mills’ Chex, and Post Honey Bunches of Oats are all examples of:
A brand marks
B trade characters
C generic items
D product brands
D product brands
A disadvantage of individual brands is that they may:
A. require more promotion.
B. contaminate each other.
C. be associated with one-of-a-kind benefits.
D. prevent companies from reaching different markets.
A. require more promotion.
Can any brand name be selected and used by a business?
A. Yes, brand names cannot be owned by a business.
B. No, the name must be legally available for use.
C. Yes, a business can use any name it wants to use.
D. No, the name must be registered before it can be used.
B. No, the name must be legally available for use.
Which of the following questions might be asked by a firm that is trying to decide whether to brand its
A. Can the product be easily identified by a brand?
B. Can we sell this product without a trademark?
C. Will Company B find out we are using its brand?
D. How much total sales revenue will the product earn?
A. Can the product be easily identified by a brand?
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 licensing.
B. co-branding.
C. brand positioning.
D. brand extension.
C. brand positioning.
Which of the following is an example of a trade name:
A. Ford Mustang
B. Diet Coke
C. Ford
D. 501 Jeans
C. Ford
Whenever possible, an effective brand name should always be:
A. short and memorable.
B. multiple syllables and flashy.
C. related to other brands.
D. unrelated to product features.
A. short and memorable.
Which of the following is a primary reason that businesses use brands:
A. To increase materialism
B. To reduce expenses
C. To charge high prices
D. To identify their products
D. To identify their products
When buying things like towels or toilet paper, Mike prefers to save money by buying plainly packaged products that receive little or no promotion, also known as
A. private brands
B. generic items
C. stealth brands
D .undersold items.
B. generic items
Jeni’s Splendid 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 licensing
B.brand positioning
C. co-branding.
D. brand extension
D. brand extension
The Keebler Elves, Ronald McDonald, and Mr. Peanut are examples of:
A. private brands.
B. trade names.
C. trade characters.
D. product brands.
C. trade characters.
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 for free.
B. A good brand name creates an appealing image.
Elyza usually buys the same brand of chocolate, but if her favorite brand isn’t available, she’ll try another brand. Elyza demonstrates brand
A. mark
B. preference
C.insistence
D.recognition.
B. preference
Determine which of the following is a true statement:
A. Determining what URLs are available is necessary only when a product will be sold online.
B. A trademark is a brand mark that has been made to seem lifelike.
C. Brand ideas may come from many sources, including company employees and customers.
D. The last step in the initial branding process is determining brand objectives.
C. Brand ideas may come from many sources, including company employees and customers.
The nonprofit 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. co-branding
B. brand positioning
C. brand extension
D. brand licensing.
D. brand licensing.
Which of the following is an advantage of family branding:
A. New products are not tied to company image.
B. New products are easier to introduce.
C. Unrelated products are recognizable.
D. Sellers need less shelf space.
B. New products are easier to introduce.
Why should a brand name be distinctive?
A. So that it can easily be changed over time
B. So that it gives the product a generic image
C. So that it can be used in multinational marketing
D. So that it sets the product apart from other products
D. So that it sets the product apart from other products
Why do businesses want customers to demonstrate brand insistence for them?
A. Research shows that customers will pick their brand in a double-blind test 95% of the time.
B. Their touchpoints pretty much take care of themselves.
C. Businesses will not have to market themselves.
D. Customers will bypass other brands because they are brand loyal and will buy only the desired brand.
D. Customers will bypass other brands because they are brand loyal and will buy only the desired brand.
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. develop a different trade character for each of the countries where the product will be marketed.
B. determine if the brand name would be culturally taboo where the product will be marketed.
C. create URLs for the product in each of the countries where the product will be marketed.
D. choose a different brand name for each country where the product will be marketed.
B. determine if the brand name would be culturally taboo where the product will be marketed.
Several restaurant companies, including Long John Silver’s and KFC, have successfully joined forces to increase brand recognition, customer loyalty, and sales for all companies involved. Such arrangements between companies are examples of:
A. brand licensing
B. brand extension
C. co-branding
D. brand positioning.
C. co-branding