Question 1

Most companies require notice of unregistered but claimed words and/or symbols as their trademark by using the TM symbol.

Accepted Answer

A) True 
 B)False

Question 2

If you are contemplating a name for a product, even though there is no single procedure that is best for all, the most logical first step would be to:

Accepted Answer

A) commission a legal search of registered names. 
B) begin the name-generation process. 
C) meet with senior management to discuss the direction of the company, its value, and image. 
D) do a linguistic analysis to determine whether names will work well in foreign languages. 
E) determine the stylistic components necessary. 
A) commission a legal search of registered names. 
B) begin the name-generation process. 
C) meet with senior management to discuss the direction of the company, its value, and image. 
D) do a linguistic analysis to determine whether names will work well in foreign languages. 
E) determine the stylistic components necessary.

Question 3

Prior to 1900, the principal role for product packages was to:

Accepted Answer

A) serve as a promotional vehicle. 
B) protect the product. 
C) support retail store brands. 
D) fit into the available selling space. 
E) provide mandated government warnings. 
A) serve as a promotional vehicle. 
B) protect the product. 
C) support retail store brands. 
D) fit into the available selling space. 
E) provide mandated government warnings.

Question 4

Which of the following would NOT be characteristic of trademarks derived from geographical names?

Accepted Answer

A) Many are old trademarks and have acquired secondary meaning. 
B) The law looks favorably on allowing a person or company exclusive rights to use a geographical name in connection with a new product. 
C) Often the word brand follows the geographical name. 
D) eligible for legal protection if they convey a fanciful connotation of a geographical setting rather than suggest a product is made there 
E) can be combined with dictionary words to create more powerful trademarks 
A) Many are old trademarks and have acquired secondary meaning. 
B) The law looks favorably on allowing a person or company exclusive rights to use a geographical name in connection with a new product. 
C) Often the word brand follows the geographical name. 
D) eligible for legal protection if they convey a fanciful connotation of a geographical setting rather than suggest a product is made there 
E) can be combined with dictionary words to create more powerful trademarks

Question 5

Marketers of food, health and beauty products, and over-the-counter drugs are realizing the package is the brand.

Accepted Answer

A) True 
 B)False

Question 6

For the cost-conscious manager, creating a well-designed package is simply about:

Accepted Answer

A) reminding the consumer at point of purchase. 
B) reinforcing the purchase decision at the point of use. 
C) reinforcing the quality image. 
D) attracting the customer at point of purchase. 
E) being a product expense. 
A) reminding the consumer at point of purchase. 
B) reinforcing the purchase decision at the point of use. 
C) reinforcing the quality image. 
D) attracting the customer at point of purchase. 
E) being a product expense.

Question 7

In the process of selecting a memorable new name for a product, after you have thoroughly described whom you are targeting with the name, the next step is to:

Accepted Answer

A) build a list of new names. 
B) test the name with selected publics before using it. 
C) list names you like and the names you do not like. 
D) pick your favorites. 
E) combine name parts and words. 
A) build a list of new names. 
B) test the name with selected publics before using it. 
C) list names you like and the names you do not like. 
D) pick your favorites. 
E) combine name parts and words.

Question 8

Even though most large advertisers have each ad checked for legal requirements including trademark protection, an advertising person is responsible for the use of trademarks, logos, and trade names in order to help protect them.

Accepted Answer

A) True 
 B)False

Question 9

It takes a brand identity system and a logo to connect a company to its attributes and positioning in the marketplace.

Accepted Answer

A) True 
 B)False

Question 10

Today, a challenge is to have brand names that work globally.

Accepted Answer

A) True 
 B)False

Question 11

The name ASICS for the company that makes athletic shoes with that name is an example of using ________ for a distinctive trademark.

Accepted Answer

The answer of The name ASICS for the company that...

Question 12

Components that comprise a brand identity include all of the following EXCEPT:

Accepted Answer

A) slogans and jingles. 
B) color. 
C) place of origin. 
D) symbols. 
E) name and logo. 
A) slogans and jingles. 
B) color. 
C) place of origin. 
D) symbols. 
E) name and logo.

Question 13

Legal departments go to great lengths to protect valuable trademarks. What are some common ways of indicating trademark registration?

Accepted Answer

Legal departments take the protection of

Question 14

Which of the following would NOT be a characteristic of a coined word?

Accepted Answer

A) has a vowel next to a soft consonant 
B) used after dictionary options are exhausted 
C) It can be made phonetically pleasing, pronounceable, and short. 
D) has a good chance of being legally protected 
E) has a vowel between two hard consonants 
A) has a vowel next to a soft consonant 
B) used after dictionary options are exhausted 
C) It can be made phonetically pleasing, pronounceable, and short. 
D) has a good chance of being legally protected 
E) has a vowel between two hard consonants

Question 15

Which is NOT among the attributes of color and its role in packaging?

Accepted Answer

A) produces psychological reactions 
B) works on people's subconscious mind 
C) becomes too big an issue for marketing departments 
D) produces pleasant or unpleasant reactions 
E) can inform consumers about quality, value, and purity 
A) produces psychological reactions 
B) works on people's subconscious mind 
C) becomes too big an issue for marketing departments 
D) produces pleasant or unpleasant reactions 
E) can inform consumers about quality, value, and purity

Question 16

A patent attorney usually charges about $100 to do a general preliminary screening of a name to determine whether it has been registered in the United States, and typically more than $1,000 per name for a more comprehensive U.S. trademark search.

Accepted Answer

A) True 
 B)False

Question 17

Good advice to follow in selecting a name for a fragrance: it should convey an actual benefit rather than an abstract promise.

Accepted Answer

A) True 
 B)False

Question 18

Advice that Al and Laura Ries offer for brand naming is that the name should be all of the following EXCEPT:

Accepted Answer

A) simple. 
B) created from scratch. 
C) short. 
D) uniquely pronounceable. 
E) alliterative. 
A) simple. 
B) created from scratch. 
C) short. 
D) uniquely pronounceable. 
E) alliterative.

Exam 21: Trademarks and Packaging

Most companies require notice of unregistered but claimed words and/or symbols as their trademark by using the TM symbol.

If you are contemplating a name for a product, even though there is no single procedure that is best for all, the most logical first step would be to:

Prior to 1900, the principal role for product packages was to:

Which of the following would NOT be characteristic of trademarks derived from geographical names?

Marketers of food, health and beauty products, and over-the-counter drugs are realizing the package is the brand.

For the cost-conscious manager, creating a well-designed package is simply about:

In the process of selecting a memorable new name for a product, after you have thoroughly described whom you are targeting with the name, the next step is to:

Even though most large advertisers have each ad checked for legal requirements including trademark protection, an advertising person is responsible for the use of trademarks, logos, and trade names in order to help protect them.

It takes a brand identity system and a logo to connect a company to its attributes and positioning in the marketplace.

Today, a challenge is to have brand names that work globally.

The name ASICS for the company that makes athletic shoes with that name is an example of using ________ for a distinctive trademark.

Components that comprise a brand identity include all of the following EXCEPT:

Legal departments go to great lengths to protect valuable trademarks. What are some common ways of indicating trademark registration?

Which of the following would NOT be a characteristic of a coined word?

Which is NOT among the attributes of color and its role in packaging?

A patent attorney usually charges about $100 to do a general preliminary screening of a name to determine whether it has been registered in the United States, and typically more than $1,000 per name for a more comprehensive U.S. trademark search.

Good advice to follow in selecting a name for a fragrance: it should convey an actual benefit rather than an abstract promise.

Advice that Al and Laura Ries offer for brand naming is that the name should be all of the following EXCEPT:

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