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

Brand names have been described as _____ that activate images in target audiences' collective minds.

The notions of trial and repeat purchase are particularly apt for _____.

A variable that influences the awareness class would include _____.

Brand names can influence consumers' perceptions and attitudes.

A song scored on sheet music can receive protection with a _____.

Demographics,distribution,and price are the variables that affect the trier class.

An innovation's degree of perceived difficulty is referred to as _____.

Repeat purchasing is a function of _____.

The first step in facilitating adoption is to make the consumer aware of a new product's existence.

A new cosmetic product that matches consumers' needs,personal values,beliefs,and past experiences has the _____ innovation-related characteristic that increases the likelihood of adoption.

Though not shown in the Brand Adoption Process Model,_____ (a form of free advertising)also plays a significant role in facilitating brand awareness.

A _____ is a set of exclusive rights for the form in which an idea or invention is expressed in a tangible medium.

A brand is a company's unique designation,or trademark,which distinguishes its offering from the other product category entries.

It is possible to quantify the five adoption determining factors in terms of their importance and evaluation of effectiveness to arrive at a total score that indicates the likelihood that a new product will succeed.

The Clayton Act of 1995 protects owners of brand names and logos from other companies using identical or similar names.

List and explain the steps of the brand naming process.Describe how a brand manager for a new brand of detergent would go through the process.

Aerobics was initially considered a woman's sport,but societal attitudes toward aerobics have changed and many health clubs are now offering co-ed aerobics classes.The change in societal attitudes toward men engaging in aerobics represents an increased _____ for this activity.

The adoption process is concerned with the issue of how an innovation is communicated and adopted throughout the marketplace.

A brand logo is a graphic design element of a brand.

The three main stages through which an individual becomes an adopter of a new or even established product are the awareness,trier,and repeater classes.