Exam 3: Brand Adoption, Brand Naming, and Intellectual Property Issues

Logos with abstract designs were found to produce more favorable consumer responses than those with more concrete,natural designs.

The Wave Runner is a marina which retails recreational water gear.The Wave Runner recently started promoting an O'Brien trick ski that has an innovative design.This same ski is offered at a lower price under a less prestigious brand name,but consumers perceive the O'Brien ski to be a higher quality product.In this case,the O'Brien ski is favored because of the product's perceived _____.

_____ brand names are those that imply particular attributes or benefits in the context of a product category.

Trialability is the degree to which the product user or other people can observe the possible effects of new product usage.

The extent to which an innovation can be used on a limited basis prior to making a full-blown commitment is referred to as compatibility.

Patents for inventions including biological,business method,chemical,and software patents are of the _____ type.

Explain the role of the fair use doctrine in copyright protection.

Relative advantage is positively correlated with an innovation's adoption rate.

In legal terms,brand names and logos are referred to as trademarks.

The degree to which an innovation is perceived to fit into a person's way of doing things is termed _____.

The name chosen for a brand does three things-affects the speed with which consumers become aware of the brand,influences the brand's image,and ______.

In quantifying the Adoption-Influencing Characteristics,two factors are rated.These are _____.

In general,products whose benefits lack observability are generally slower in adoptability.

Marketers are concerned with intellectual property because they wish to protect _____.

Suppose that the Wave Runner marina,a retailer of recreational water gear,allows customers the opportunity to use the innovative O'Brien ski prior to actually purchasing one.This innovative product might now be adopted more quickly because of an increase in _____.

Compaq,Acura,and Lexus are names created from _____,which are the semantic kernels of words.

Distribution is one of the variables that influences the awareness class.

_____ patents offer protection for discovery of certain naturally occurring and previously uncultivated plants or for the breeding of novel plants.

Select any consumer product.Explain the best way to promote the product for the awareness class,trier class,and repeater class.

The first step of the brand naming process is to create candidate brand names.