Question 1

A no-drip spout on a bottle of liquid Tide laundry detergent is an example of ____ packaging.

Accepted Answer

A)  category-consistent 
B)  innovative 
C)  traditional 
D)  secondary-use 
E)  convenience 
A)  category-consistent 
B)  innovative 
C)  traditional 
D)  secondary-use 
E)  convenience

Question 2

A Jeep leather jacket is an example of brand licensing.

Accepted Answer

A) True 
 B)False

Question 3

The package design of a bag of flour would most likely be criticized for being

Accepted Answer

A)  unsafe to the environment. 
B)  unsafe to the user. 
C)  deceptive. 
D)  functionally deficient. 
E)  well suited for multiple-unit packaging. 
A)  unsafe to the environment. 
B)  unsafe to the user. 
C)  deceptive. 
D)  functionally deficient. 
E)  well suited for multiple-unit packaging.

Question 4

How do sellers benefit from the use of brand names and brand marks?

Accepted Answer

The answer of How do sellers benefit from the use...

Question 5

A ____ brand type is considered the least protectable under existing trademark regulations.

Accepted Answer

A)  descriptive 
B)  fanciful 
C)  generic 
D)  symbolic 
E)  suggestive 
A)  descriptive 
B)  fanciful 
C)  generic 
D)  symbolic 
E)  suggestive

Question 6

When a product tries to capitalize on the brand equity of two separate brands,marketers are using

Accepted Answer

A)  licensing. 
B)  dual-branding. 
C)  partnerships. 
D)  brand extension. 
E)  co-branding. 
A)  licensing. 
B)  dual-branding. 
C)  partnerships. 
D)  brand extension. 
E)  co-branding.

Question 7

When a firm uses a policy of naming each product differently,this strategy is called ____ branding.

Accepted Answer

A)  brand-extension 
B)  family 
C)  differentiated 
D)  individual 
E)  new-product 
A)  brand-extension 
B)  family 
C)  differentiated 
D)  individual 
E)  new-product

Question 8

Which of the following products is an example of a manufacturer brand?

Accepted Answer

A)  Sears Kenmore washing machines 
B)  JC Penney jeans 
C)  Kmart tires 
D)  Pioneer stereos 
E)  Safeway tomato sauce 
A)  Sears Kenmore washing machines 
B)  JC Penney jeans 
C)  Kmart tires 
D)  Pioneer stereos 
E)  Safeway tomato sauce

Question 9

The amount of annual losses companies suffer from counterfeit products is estimated to be

Accepted Answer

A)  $500-$800 million. 
B)  $3-$5 billion. 
C)  $30-$50 billion. 
D)  $250-$350 billion. 
E)  $600-$800 billion. 
A)  $500-$800 million. 
B)  $3-$5 billion. 
C)  $30-$50 billion. 
D)  $250-$350 billion. 
E)  $600-$800 billion.

Question 10

Registration of a brand with the U.S.Patent and Trademark Office provides a firm with worldwide rights to use that brand for a specified time period.

Accepted Answer

A) True 
 B)False

Question 11

A brand is best defined as a(n)____________________.

Accepted Answer

name,term,sign,symbo

Question 12

Family branding occurs when all of a firm's products are branded with all or part of the same name.

Accepted Answer

A) True 
 B)False

Question 13

Brand name awareness is an important element of brand equity because a familiar brand is more likely to be in a customer's ____ than an unfamiliar brand.

Accepted Answer

A)  inept set 
B)  loyalty set 
C)  preference group 
D)  brand group 
E)  consideration set 
A)  inept set 
B)  loyalty set 
C)  preference group 
D)  brand group 
E)  consideration set

Question 14

What is the most protectable brand type as determined by a series of court decisions?

Accepted Answer

A)  Generic 
B)  Suggestive 
C)  Descriptive 
D)  Arbitrary 
E)  Fanciful 
A)  Generic 
B)  Suggestive 
C)  Descriptive 
D)  Arbitrary 
E)  Fanciful

Question 15

Elements that help create brand equity include all of the following except brand

Accepted Answer

A)  quality. 
B)  associations. 
C)  loyalty. 
D)  recognition. 
E)  awareness. 
A)  quality. 
B)  associations. 
C)  loyalty. 
D)  recognition. 
E)  awareness.

Question 16

As Lisa eats her morning bowl of Golden Grahams cereal,she reads about the calories,fats,carbohydrates,and vitamins she is ingesting.This information is required by the

Accepted Answer

A)  Nutrition Labeling Act. 
B)  Food and Drug Administration. 
C)  Fair Packaging and Labeling Act. 
D)  Nutritional Content Disclosure Act. 
E)  Federal Trade Commission. 
A)  Nutrition Labeling Act. 
B)  Food and Drug Administration. 
C)  Fair Packaging and Labeling Act. 
D)  Nutritional Content Disclosure Act. 
E)  Federal Trade Commission.

Question 17

Family packaging cannot be used for individual product lines; it must apply to the entire product mix of the firm.

Accepted Answer

A) True 
 B)False

Question 18

Many manufacturers that produce their own brand

Accepted Answer

A)  also produce generic versions of their products. 
B)  sell only to outlets bearing their brand name. 
C)  receive most of their profits from service work. 
D)  use low prices to build their perceived brand quality. 
E)  also produce products for private distributor brands. 
A)  also produce generic versions of their products. 
B)  sell only to outlets bearing their brand name. 
C)  receive most of their profits from service work. 
D)  use low prices to build their perceived brand quality. 
E)  also produce products for private distributor brands.

Question 19

Which of the following laws was enacted by Congress in 1988 to strengthen trademark protection?

Accepted Answer

A)  Brand Protection Act 
B)  Lanham Act 
C)  Trademark Infringement Act 
D)  Trademark Law Revision Act 
E)  U.S.Patent and Trademark Act 
A)  Brand Protection Act 
B)  Lanham Act 
C)  Trademark Infringement Act 
D)  Trademark Law Revision Act 
E)  U.S.Patent and Trademark Act

Question 20

A trademark signifies

Accepted Answer

A)  that the owner has exclusive use of a brand and others are prohibited from using it. 
B)  that a product was manufactured by a particular company. 
C)  the full and legal name of an organization. 
D)  the level of quality of a product based on its legally protected rights. 
E)  the inventive use of a brand name or brand mark to identify a company's products. 
A)  that the owner has exclusive use of a brand and others are prohibited from using it. 
B)  that a product was manufactured by a particular company. 
C)  the full and legal name of an organization. 
D)  the level of quality of a product based on its legally protected rights. 
E)  the inventive use of a brand name or brand mark to identify a company's products.

Exam 13: Strategic Management of Branding and Packaging

A no-drip spout on a bottle of liquid Tide laundry detergent is an example of ____ packaging.

A Jeep leather jacket is an example of brand licensing.

The package design of a bag of flour would most likely be criticized for being

How do sellers benefit from the use of brand names and brand marks?

A ____ brand type is considered the least protectable under existing trademark regulations.

When a product tries to capitalize on the brand equity of two separate brands,marketers are using

When a firm uses a policy of naming each product differently,this strategy is called ____ branding.

Which of the following products is an example of a manufacturer brand?

The amount of annual losses companies suffer from counterfeit products is estimated to be

Registration of a brand with the U.S.Patent and Trademark Office provides a firm with worldwide rights to use that brand for a specified time period.

A brand is best defined as a(n)____________________.

Family branding occurs when all of a firm's products are branded with all or part of the same name.

Brand name awareness is an important element of brand equity because a familiar brand is more likely to be in a customer's ____ than an unfamiliar brand.

What is the most protectable brand type as determined by a series of court decisions?

Elements that help create brand equity include all of the following except brand

As Lisa eats her morning bowl of Golden Grahams cereal,she reads about the calories,fats,carbohydrates,and vitamins she is ingesting.This information is required by the

Family packaging cannot be used for individual product lines; it must apply to the entire product mix of the firm.

Many manufacturers that produce their own brand

Which of the following laws was enacted by Congress in 1988 to strengthen trademark protection?

A trademark signifies

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