Question 1

You have decided to develop a new product name. Which of the following is NOT part of the procedure you should follow?

Accepted Answer

A) summarize what you want the name to do 
B) avoid use of software packages that offer word combinations 
C) describe whom you're targeting with the name 
D) test the new name before using it 
E) conduct a trademark search 
A) summarize what you want the name to do 
B) avoid use of software packages that offer word combinations 
C) describe whom you're targeting with the name 
D) test the new name before using it 
E) conduct a trademark search B

Question 2

General Motors is the company that makes Chevrolet. GM would be referred to as a ________, while Buick would be a ________.

Accepted Answer

A) trademark; trade name 
B) trade dress; trademark 
C) trade name; trademark 
D) service name; service mark 
E) logo; logotype 
A) trademark; trade name 
B) trade dress; trademark 
C) trade name; trademark 
D) service name; service mark 
E) logo; logotype C

Question 3

What is a trademark and what is a logo? Discuss their relationship to one another and their role in company and product identification.

Accepted Answer

A trademark is a legally protected symbol, word, or phrase that represents a company or its products. It is used to distinguish the company's goods or services from those of other companies and can be registered with the government to provide exclusive rights to its use.

On the other hand, a logo is a visual representation of a company's brand and is often a graphic symbol or emblem that is used to identify the company and its products. It is a key element of a company's visual identity and is often used on products, marketing materials, and advertising.

The relationship between a trademark and a logo is that a logo can often be a trademark if it is used to identify and distinguish the company's products or services. In other words, a logo can be registered as a trademark if it meets the legal requirements for trademark protection.

Both trademarks and logos play a crucial role in company and product identification. They help consumers to easily recognize and differentiate a company's products from those of its competitors. They also help to build brand recognition and loyalty, as well as to communicate the company's values and identity to consumers. In this way, trademarks and logos are essential tools for companies to establish and protect their brand identity and to create a strong and memorable presence in the marketplace.

Question 4

Which of the following helps to develop global brand identities and names?

Accepted Answer

A) Identica 
B) Linguistic Architecture 
C) AVANTIC 
D) Namelab 
E) Accenture 
A) Identica 
B) Linguistic Architecture 
C) AVANTIC 
D) Namelab 
E) Accenture

Question 5

Which of the following is NOT on the list of sources for trademarks?

Accepted Answer

A) dictionary words 
B) psychological names 
C) numbers and initials 
D) coined words 
E) personal names 
A) dictionary words 
B) psychological names 
C) numbers and initials 
D) coined words 
E) personal names

Question 6

The MOST likely way a firm can lose a trademark is if it:

Accepted Answer

A) does not use it in connection with an actual product. 
B) does not make it distinctively different on comparable goods. 
C) indicates a quality the product does not have. 
D) is merely descriptive. 
E) fails to protect it. 
A) does not use it in connection with an actual product. 
B) does not make it distinctively different on comparable goods. 
C) indicates a quality the product does not have. 
D) is merely descriptive. 
E) fails to protect it.

Question 7

If you wanted naming assistance for a medical systems product, which company would you call?

Accepted Answer

A) Wavebreaker 
B) Pyramis 
C) Namestormers 
D) Logomasters 
E) Wordsmiths 
A) Wavebreaker 
B) Pyramis 
C) Namestormers 
D) Logomasters 
E) Wordsmiths

Question 8

If a court has to decide trademark infringement, which of the following apparently does NOT enter into its considerations?

Accepted Answer

A) similarity of the marks 
B) damage to either company's image 
C) proximity of the parties' products 
D) quality of the alleged infringer's products 
E) distinctiveness of the complainant's mark 
A) similarity of the marks 
B) damage to either company's image 
C) proximity of the parties' products 
D) quality of the alleged infringer's products 
E) distinctiveness of the complainant's mark

Question 9

The success of a trademark also depends on whether it:

Accepted Answer

A) easily conveys a package's design. 
B) works with a number of advertising campaigns. 
C) pleases a numbers of retailers. 
D) simply is an isolated creative item. 
E) easily conveys a package's size. 
A) easily conveys a package's design. 
B) works with a number of advertising campaigns. 
C) pleases a numbers of retailers. 
D) simply is an isolated creative item. 
E) easily conveys a package's size.

Question 10

Once a brand is assimilated into a culture, it has arrived and is no longer a trend.

Accepted Answer

A) True 
 B)False

Question 11

Although the color yellow is used because it is so visible and makes a package look even larger than it is, it can also convey a cut-rate price image that can detract from the perceived quality of a product.

Accepted Answer

A) True 
 B)False

Question 12

Insurance companies, airlines, even weight-loss centers can protect their identification mark by registering it with the USPTO in Washington, D.C., as a ________ mark.

Accepted Answer

The answer of Insurance companies, airlines, even weight-loss centers can...

Question 13

Match between columns
                        Premises: Because customers interact with brands everywhere, this is here to stay.
Comparable to the term trademark, which is used for products, it is often used by insurance companies, airlines, weight loss centers and other providers.
A controversy over who developed this brand name turned out to be mutually beneficial for all parties, but this exception is why many companies avoid accepting proposals for new products, ads, or product names.
Psychologists tell us that it can make a heart beat faster, even increase the flow of adrenalin.
Makes it easier to seek registration of a trademark in many countries outside the United States, providing you have a trademark application pending or registration issued through USPTO.
A brand identity company owned by Young & Rubicam that helped Anderson Consulting with its name change.
A form of company and product identification, also referred to as the brand name, it's the name by which people can speak of their product.
This brand conveys speed and ease of cleaning in a way that is understood globally, and the message is reflected in its packaging.
An original and arbitrary combination of syllables that are new, often phonetically pleasing, pronounceable, and short; they usually are more legally protectable as trademarks.
He coined the term corporate identity in 1943 to encompass everything from a new corporate name and logo to the color of its buildings.
Its packaging introduced in 1899 is generally considered be the first that was utilized for promotion.
Used by companies that sell a number of products under several different trademarks, this denotes the firm that produces those products.
Using the generic noun provides further protection of a trademark.
This aspect of assessing a package design holds that a package should project a brand perception compatible with corporate brand-image objectives.
They work for Coke and spend time surfing the Web, tracking repeat violators of trademarks, and writing cease and desist letters centered on brand abuses, online and offline.

Accepted Answer

The Answer of brand cop lawyers and 360∘ branding and is...

Question 14

Which of the following would NOT be true of a trade name?

Accepted Answer

A) applies to a business as a whole 
B) can take the possessive form 
C) is the same as a service mark 
D) is a proper noun 
E) does not require a generic form 
A) applies to a business as a whole 
B) can take the possessive form 
C) is the same as a service mark 
D) is a proper noun 
E) does not require a generic form

Question 15

What is the USPTO, and what role does it play in trademarks?

Accepted Answer

The USPTO, or the United States Patent a

Question 16

List the key considerations in brand name selection.

Accepted Answer

When selecting a brand name, there are s

Question 17

The federal act that protects the owner of a trademark from people who would lessen its distinctiveness by the use of the same or similar trademarks on similar or dissimilar products or services.

Accepted Answer

A) Lanham Act 
B) Federal Trademark Dilution Act 
C) Anticounterfeiting Consumer Protection Act 
D) Trade-Mark Act 
E) Millennium Digital Copyright Act 
A) Lanham Act 
B) Federal Trademark Dilution Act 
C) Anticounterfeiting Consumer Protection Act 
D) Trade-Mark Act 
E) Millennium Digital Copyright Act

Question 18

Which of the following prompted companies to more widely use packaging as a promotional tool?

Accepted Answer

A) realization that the label alone would fulfill that role 
B) the precedent set by Uneeda biscuit 
C) dramatically lowered ad budgets during the depression of the 1930s 
D) the lack of paper at the onset of World War II 
E) the increased budget allocation for promotion of packaged goods 
A) realization that the label alone would fulfill that role 
B) the precedent set by Uneeda biscuit 
C) dramatically lowered ad budgets during the depression of the 1930s 
D) the lack of paper at the onset of World War II 
E) the increased budget allocation for promotion of packaged goods

Question 19

What are the six steps General Electric follows when developing a branding strategy (or developing a trademark for its brands)?

Accepted Answer

1. Define the brand's purpose and positi

Question 20

The term ________ encompasses ways an organization distinguishes itself, from a new name and logo to the color of its packaging and even its buildings.

Accepted Answer

The answer of The term ________ encompasses ways an organization...

Exam 21: Trademarks and Packaging

You have decided to develop a new product name. Which of the following is NOT part of the procedure you should follow?

General Motors is the company that makes Chevrolet. GM would be referred to as a ________, while Buick would be a ________.

What is a trademark and what is a logo? Discuss their relationship to one another and their role in company and product identification.

Which of the following helps to develop global brand identities and names?

Which of the following is NOT on the list of sources for trademarks?

The MOST likely way a firm can lose a trademark is if it:

If you wanted naming assistance for a medical systems product, which company would you call?

If a court has to decide trademark infringement, which of the following apparently does NOT enter into its considerations?

The success of a trademark also depends on whether it:

Once a brand is assimilated into a culture, it has arrived and is no longer a trend.

Although the color yellow is used because it is so visible and makes a package look even larger than it is, it can also convey a cut-rate price image that can detract from the perceived quality of a product.

Insurance companies, airlines, even weight-loss centers can protect their identification mark by registering it with the USPTO in Washington, D.C., as a ________ mark.

Which of the following would NOT be true of a trade name?

What is the USPTO, and what role does it play in trademarks?

List the key considerations in brand name selection.

The federal act that protects the owner of a trademark from people who would lessen its distinctiveness by the use of the same or similar trademarks on similar or dissimilar products or services.

Which of the following prompted companies to more widely use packaging as a promotional tool?

What are the six steps General Electric follows when developing a branding strategy (or developing a trademark for its brands)?

The term ________ encompasses ways an organization distinguishes itself, from a new name and logo to the color of its packaging and even its buildings.

Background of Todays Advertising

Roles of Advertising

Brand Planning and the Advertising Spiral

Target Marketing

The Advertising Agency, Media Services, and Other Services

The Advertisers Marketingadvertising Operation

Media Strategy

Using Television

Using Radio

Using Newspapers

Using Magazines

Out-Of-Home Advertising

Digital and Direct-Response Advertising

Sales Promotion

Research in Advertising

Creating the Message

The Total Concept: Words and Visuals

Print Production

Video and the Commercial

The Radio Commercial

The Complete Campaign

International Advertising

Economic, Social, and Legal Effects of Advertising

Filters

General Motors is the company that makes Chevrolet. GM would be referred to as a , while Buick would be a .