Exam 21: Trademarks and Packaging

Advertisers must use a trademark with a(n)________ classification so the trademark does not become the name of the product as has happened to companies that thought they owned the terms thermos, cornflakes, and linoleum.

Promoting abstract symbols as logos can be very costly and abstract logos are difficult to remember.

Briefly discuss the evolution of corporate identity and its relationship to brand identity.

Discuss the role color plays in packaging and why an appropriate choice of color is important.

The product package must protect its contents and must be reasonably priced.

An example of a new brand with international appeal that communicates speed and ease of cleaning is:

Discuss brand identity expert Allen Adamson's predictions about five directions that may influence the future of branding.

A name conveys the essence of a company, product, or service forming the foundation of any brand.

Packaging is a(n)________ part of every company's brand communication to customers so it is crucial to "get it right."

All of the following are among common considerations for successfully using packaging as a marketing tool EXCEPT:

In packaging research, if we try to determine whether a package is easy to open, close, and handle, we are focusing on:

Marketers are paying more attention to ________ because products are so much more at parity these days.

Protecting the ownership of a trademark would include all of the following EXCEPT:

When considering new names for a product, a basic legal search should be made of each name to see whether someone else owns rights to it.

Characteristics associated with the United States Patent and Trademark Office include all of the following EXCEPT:

The challenge for PepsiCo Inc.'s Tropicana Product juice division was:

The essence of a company, product, or service forming the foundation of any brand, it its

Briefly discuss the process for developing memorable names.

Evidence a court would NOT consider to determine trademark infringement would include:

Fifty years after the Lanham Act defined trademark and expanded the concept of infringement, the Federal Trademark Dilution Act provided a federal cause for action for owners of famous trademarks against those who would lessen the distinctiveness of such marks by using the same or similar trademarks on similar or dissimilar products or services.