Exam 10: Brands, Packaging, and Other Product Features

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. -All flavors of Lender's Original Recipe bagels are packaged in bright red bags. This is an example of _____ packaging.

To prevent the generic use of a brand name, a company can:

_____ is the arrangement of elements that collectively form a good or service.

The _____ is the part of a product that carries information about the product and the seller.

Which of the following types of labels provides buyers of Dannon light yogurt with the most information upon which to base their purchases?

One of the advantages of using family branding is that the strategy:

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. -Within the Lender's bagels product line, Aurora Foods produces Cinnamon Raisin, Onion, Blueberry and Egg among other flavors in both the Lender's Original and Lender's New York Style brands. The use of the Lender's brand on all of its flavors of bagels demonstrates that Aurora uses a _____ branding strategy for its bagels.

ISO 9000 is another name for total quality management (TQM).

The brand name of a product can become generic if:

The opposite of the C2C approach to product design is:

Nabisco granted Post the right to sell Oreos cereal. This is an example of:

Unlike most marketing strategies, there are no drawbacks associated with the use of cobranding.

When companies design products that are easily used by all consumers, including disabled individuals, the approach is called _____ design.

A good brand name should:

There is a long-stemmed white calla lily drawn on every bag of White Lily flour, muffin mix, and brownie mix. This sketch of a white lily is an example of a:

A few years ago, Levi Strauss licensed Jeep to create and sell a special edition Levi's Jeep because:

Which of the following products would use a service mark instead of a trademark?

Procter & Gamble markets Zest, Safeguard, Camay, and Lava brand bar soaps. Zest is a "get-you-started in the morning" soap. Safeguard is marketed as a germ-fighter. Camay cleans without drying or injuring the skin. Lava is for tough cleaning jobs. This multiple-brand strategy is used to:

A company that employs a multiple-brand strategy is trying to:

You are more likely to find a middlemen's brand on coffee than on nails.