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Principles of Marketing (13th Edition)
The part of a brand that can be spoken including letters, numbers, and words is the
Kleenex Boutique is a brand _____ of tissues made by the Kimberly-Clark Corp.
McDonald's golden arches are a classical example of a
A distinguishing factor btw a brand name and brand mark is that a brand name
consists of words
Healthy Choice is a ____ manufactured by ConAgra Foods, which is a ___
brand name; trade name
Brands provide all of the following benefits for buyers except that they do not
foster brand loyalty
A trademark signifies
that the owner has exclusive use of brand and other are prohibited from using it
The full and legal name of an organization is called the
Brand ____ is a customer's favorable attitude toward a specific brand and depending on its strength, some likelihood of the consistent purchase of this brand
ex: Joe favors Nike shoes
The weakest level of brand loyalty is brand
- when a customer is aware of the brand exists and considers it a possibility T
The three levels of brand loyalty from strongest to weakest are
insistence, preference, recognition
A customer who really wants to a buy a certain brand but will settle for other if her choice is unavailable displays brand
ex: Melissa prefers RAGU (preference) but if that is out she settles for PREGO (recognition)
A customer must have a particular brand and will accept no substitutes. this is
ex: Jose would only buy old spice
The value, measured in either marketing or financial terms, associated with a brand's strength in a market is referred to as brand
Elements that help create brand equity include all of the following except brand
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
Compared to creating and developing a brand from scratch, a firm sometimes buys a brand from another company at a premium price b/c outright purchase
is less expensive and less risky
The talking gecko used by Geico Insurance facilitates the development of
WOF products is an example of a manufacturer brand?
Private distributor, generic and manufacturer are three types of
A___ brand usually requires a producer to become involved in distribution, promotion and pricing decisions
Another common name for a private distributor is a ___brand
Private distributor brand are owned by
wholesalers or retailers
ex: Old Navy is the only place the sells Old Navy
-Craftsman tools branded and sold by Sears
- also the sears kenmore washers
The major characteristic of a private brand is that
manufacturers are not identified on the product
The main adv. of private brand over manuf. brand was the ___, but this adv. is gradually diminishing
Kellogg's rice krispies, a ___brand, is likely to be found next to Crispy Rice, a ___brand that has very similar coloring and styling for its package
Of the different type of brand, the one that has experienced the steadiest growth is
Many manufacturers that produce their own brands
also produce product for private distributor brands
A product that is simply labeled with the product category is considered a
-the least protectable
ex: aluminum foil at Kroger with no brand name
- Janna seeing a plain colored box of cotton swabs
At one time, generic brands represented about 10% of all retail grocery sales. Today they account for
WOF should be the least important concern for marketers when selecting a brand name?
Developing an advertising campaign to introduce the name
Regarding the factors that marketers consider when selecting a brand name, which ones does the toilet bowl sanitizer 2000 Flushes best fulfill?
indicating the product's major benefits
WOF is a primary factor specific to services in choosing a brand name?
The service brand is usually the same as the company name so it must be flexible enough to fit several services
What is the most protectable brand type as determined by a series of court decisions?
The brand Hamburger Helper would most likely be considered
Through a series of court decisions, a hierarchy of brand protection based on brand type has been created. These brand types include all but WOF?
Besides generic names, with other types of name are very difficult to protect?
surnames and geographic names
AT&T would most likely be classified as
Of the following, which would be the easiest brand name to legally protect?
Registration of a trademark with the US patent and trademark office protects trademarks domestically for ___ years with indefinite renewals
WOF laws was enacted by Congress in 1988 to strengthen trademark protection?
Trademark Law Revision Act
Many brand name have become so common that they are now generic terms for a particular product category. example
The amount of annual losses companies suffer from counterfeit products if est. to be
WOF types of products would be the most difficult to brand?
When are firm uses a policy of naming each product differently, this strategy is called ___branding
ex: RJ reynolds markets several brand: Vantage, Camel, Winston
The major adv. of using individual branding is that
a poor quality product will not contaminate all of the company's other products with negative images
When ____branding is used, each of a firms product is branded with the least part of the same name
ex: Gorton's fish sticks and Gorton's fish fillets
- Lysol basin and lysol cleaner
When Anheuser-Busch added Michelob light to line of Michelob beers, the firm was using ___branding
___occurs when 2 or more brands are placed on a single product
- when a product tries to capitalize on the brand equity of two separate brands
ex: Ford Explorer- Eddie Bauer verision
- Betty cocker Mix with hershey's syrup
WOF issues is least important in using co-branding effectively?
The brand involved should be owned by different companies
A co-branded product from Ruffles potato chips and Chiquita bananas would likely fail because
their products are not complementary
also- harley davidson and healthy choice
If Ralph Lauren, a designer of fine clothing, authorized Dan River Mills to market a line of sheets under the Ralph Lauren name- this arrangement is
-an agreement in which one company allows another to use its brand on other products for a fee
In a brand licensing arrangement, the licensee is responsible for
the manufacturing, marketing, and financing of the licensed product
ex: Marvel Comics allowing people to Spidermen and Incredible Hulk for toys
Brand licensing agreements can fail for many reasons but usually not because of
a strong match between the product and licensed brand
The development of a container and graphic design for a product is called
the most important function of packaging is
protecting the product and maintaining its functionality
Individual-sized boxes and packages that do not require refrigeration are both benefits to the ___ function
When designing a package, which characteristic is least important?
an association with the company's brand mark
A firm may decide to all packages should be similar and include on major element of the same design. This is called
ex: pillsbury and healthy choice
All packaging must at a minimum
comply with the FDA's packaging regulations
In the packaging for a new line of beef jerky, Hormel should avoid the use of which color?
Packages designed to appeal to children often use
bold designs and primary colors
Packaging is most important, as a strategic tool, for
consumer convenience products
The spray bottle for Windex Class Cleaner could be considered a secondary-use package because
customers can reuse it for other purposes
other ex: holiday cookie tins
___packaging means that the product is packaged in line with the packaging practices associated with a particular product category
- customers are more able to recognize it
a no-drip on a bottle of liquid Tide laundry detergent is an example of ___ packagine.
other ex: Dutch boy house paints use a stop dripping jugs
Multiple packaging is
likely to increase demand
Twin-packs and six packs are examples of
WOF is not a benefit of multiple packaging?
Conveys an overall image of the firm
Multiple packaging encourages
the consumer to try the product several times
Mike buys a floor lamp from WalMart that requires assembly. Example of
-designed to flow through the distribution channel easily
The package design of a bag of flour would most likely be criticized for being
The overall challenge for marketers when developing packaging is to
create effective, convenient packaging that appeals to customers and keeps costs low
Labeling is important for three specific reasons, including
the series of thick and thin liens that electronically identify many products is called
universal product code
Soft Drink reads "cool and refreshing" for what reason?
to promote the product
Federal laws require the disclosure of nutritional info on labels. Evidence on this matter
have shown mixed result about the use of this info
WOF statement about labeling is false?
Labels do not have to disclose nutritional info
Garments must be labeled with the country of manuf. fabric content and
The Fair packaging the labeling act provides enforcement power to the federal trade commission and food and drug administration and establishes
mandatory labeling requirements
Lisa reading about calories, fats and carbohydrates. This info is required by
nutritional labeling act
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