Exam 21: Trademarks and Packaging

As simple as it is, the best advice regarding using a trademark with a familiar word is to use it properly (with a generic classification), or it may suffer an untimely demise.

Trade identity grew rapidly after the Civil War but did not give rise to legislation until 1881 with enactment of the Trademark Act.

The building blocks of a brand identity system do NOT include:

A(n)________ word is an original and arbitrary combination of syllables forming a word that may be used as a trademark.

There is not a single procedure everyone accepts for selecting names as perhaps the way used to choose the name for Anderson Consulting, now known as Accenture, indicates.

Although still very relevant, the overall value of a company name has diminished for which of the following reasons?

General Electric has a model branding strategy that includes a number of steps. The step that is between making a promise and being consistent is:

If you are a company with a recognized brand name, list the kinds of online brand abuses that you would need to monitor.

Which of the following is NOT a trend in package design?

Trademarks can also be called service marks (if used for a service), but a trademark is not the same as a trade name.

The longer a trademark is associated with a brand, the more people recognize it and the greater it is.

According to Allen Anderson of Landor, which of the following is NOT a direction that may influence the future of brands?

Of the various categories of trademark forms, which is supposed to be the hardest to remember and the easiest to imitate and confuse?

The law does not protect trademarks that are just descriptive and, therefore, fit many other products.

The most risky aspect of changing product packaging for Nestlè's KitKat candy was about being sure to:

If you were trying to select a strong brand name that would aid marketing objectives, your authors suggest that you NOT do which of the following?

If you want to convey the feeling of elegance and sophistication for your product, you'd be wise to feature what color in your packaging?

A(n)________ is the embodiment of a trademark or trade name in the form of distinctive lettering or design.

Remember, in naming a brand, a common or generic name is not unique unless it is created from scratch, such as is the case of Lexus and Kodak.

The Tiffany's jewelry stores use a colored box that is ________ to convey feeling of prestige, confidence, and credibility.