Exam 10: Brands, Packaging, and Other Product Features

When Frito-Lay introduced its fat-free potato chips, it named them Ruffles Wow potato chips in order to take advantage of the reputation for quality that Ruffles brand chips have. This is an example of:

Which of the following statements about product design and color is True?

Aurora Foods Inc. was formed in 1995 with the objective of being a leading producer and marketer of premium branded food products. The business strategy is for Aurora has it serving as a platform upon which to build a leading branded food products company through the strategic acquisition and internal growth of brands. Its acquisition strategy is to acquire established, well-recognized brands that have become non-core businesses to their corporate parents yet retain strong brand equities and have long-term growth potential. Since its inception, Aurora has acquired the following brands: Duncan Hines® baking mixes; Log Cabin® and Mrs. Butterworth's® syrups; Lender's® bagels; Van de Kamp's® and Mrs. Paul's® frozen seafood; Aunt Jemima® frozen breakfast products; Celeste® frozen pizza and Chef's Choice® skillet meals. -Using what you know about how brand names are selected, which of the following Aurora brands is the most desirable?

Using the company name for branding purposes within a product line is called _____ branding and makes it simpler and less expensive to introduce new, related products into a line.

Criticism of packaging centers on the fact that it can:

Basically, a trademark:

A good brand name should be:

Six packages of Krusteaz bread machine mixes can be purchased in a single box for one price that is less than the cost of purchasing each mix individually. Continental Mills, the manufacturer of Krusteaz, is using a(n):

The Cattlemen's Beef Board-has developed a logo and tells consumers to "Look for the sign of a great meal." The logo is the word BEEF and the silhouette of a cow's head in a circle-around the exterior of the circle is written the words MARK OF QUALITY. This logo appears prominently on products such as Old El Paso seasoned taco meat bucket and Lloyd's barbecue. This is an example of a(n):

The _____ is part of the brand that consists of words, letters, and/or numbers that can be vocalized.

Del Monte Foods puts a distinctive red and yellow shield containing the words Del Monte on all of its canned fruits and vegetables. Del Monte Foods uses _____ branding.

Salt, baking soda, and natural vitamins are typically unbranded because consumers buy them as raw materials.

When Dupont introduced Stainmaster carpets, it did not intend to use the Dupont name in any promotion for the carpeting. When sales for the Stainmaster brand proved to be much lower than predicted, the name Dupont was inserted into ads for the carpet. As a result, Stainmaster's market share increased by 200 percent. This is an example of how a even a company name like Dupont can have what amounts to a(n):

The definition of product quality is unaffected by personal tastes or individual expectations.

New laws proposed by the European Union would ban slogans such as "90 percent fat free," "Helps support your body's natural defenses," and any references to non-specific benefits to overall good health from packaging goes much further than the equivalent United States act, the ______, which allows such non-specific health claims.

In the last quarter of 2005, it is possible that laws will be changed, and alcoholic beverages will finally be allowed to provide information on the ingredients in the beverage, serving size, and other similar information on labels. This means that if you examined a bottle of U.S.-brewed beer in May 2004, the bottle's label would not be a _____ label.

According to the desirable characteristics of a good brand name, is "Pick of the Crop" a good name for a plant nursery franchise?

Imagine a company has developed an antiseptic that will kill 100 percent of all bacteria at a cut site. Before introducing the antiseptic to the market, its manufacturer is trying to get the support of the American Red Cross for the product. The company's believes because of consumers' feelings about the integrity of the Red Cross organization, it will benefit if it can use the American Red Cross logo in its packaging. The antiseptic manufacturer is trying to take advantage of the Red Cross's:

Which of the following items is LEAST likely to be branded?

Procter & Gamble markets Tide, Cheer, Gain, Dash, Bold 3 and Ivory Snow detergents. This is an example of a _____ strategy.