Chapter 14

Question 1

name, term, design, symbol, or any other feature that identifies one marketer;s product as distinct from those of other marketers

Answer 1

brand

Question 2

part of a brand that can be spoken (7Up, Scotch Tape)

Answer 2

brand name

Question 3

element of brand that is not made up of words (McD’s Golden Arches, Nike’s Swoosh)

Answer 3

brand mark

Question 4

legal designation indicating that the owner has exclusive use of brand or a part of a brand

Answer 4

trademark

Question 5

full legal name of an organization, rather than the name of a specific product (Ford Motor Company)

Answer 5

trade name

Question 6

Value of Branding to Buyers

Answer 6

• identifies specific products
• reduces purchase time
• provides a form or self-expression
• helps evaluate quality
• reduces perceived risk in purchases
• offers potential psychological reward

Question 7

value of branding to sellers

Answer 7

• identifies the firm’s products
• makes repeat purchasing easier
• assists in new product introduction
• assists in promotional efforts
• fosters brand loyalty
• increases profitability

Question 8

a customer’s favorable attitude toward a specific brand

Answer 8

brand loyalty

Question 9

levels of brand loyalty

Answer 9

• recognition–alternative
• preference–prefers
• insistence–accepts no sub

Question 10

marketing and financial value associated with a brand’s strength in a market

Answer 10

brand equity

Question 11

components to brand equity

Answer 11

• brand name awareness
• perceived brand quality
• brand associations
• brand loyalty

Question 12

brands initiated by producers and ensure that products are identified with their products at the point of purchase (Green Giant, Levis)–national brand

Answer 12

Manufacturer brands

Question 13

initiated and owned by resellers (Great Value)–store brands

Answer 13

Private distributor brands

Question 14

indicate only the product category and do not include the company name or other identifying terms (aluminum foil)

Answer 14

generic brands

Question 15

characteristics of a good brand name

Answer 15

• used and recognized in all media
• unique; not too descriptive
• extendable
• easy to say and remember
• indicates product’s major benefits

Question 16

considerations in selecting brand names

Answer 16

• role or purpose of name (communication or just identification)
• budget
• usability in all media (visual only, verbal, both, sound)

Question 17

ways to name brands

Answer 17

• fanciful (made up)–Exxon, Kleenex, Nerf
• arbitrary–apple computers, dial soap
• suggestive–Mr. Clean, Greyhound Bus
• Descriptive–BCS Cleaning Supply
• Generic–aspirin, beer

Question 18

characteristics of good (bad) brand names

Answer 18

• easy to say, spell, & remember
• message clarity
• distinctive: not too descriptive
• other physical/sensory qualities (rhymes, alliterations)
• potential for extension
• avoid negative/offensive connotations (bad translations)

Question 19

why protect brand names?

Answer 19

• infringements by competitors

- may lead to loss of legal brand name rights

Question 20

thermos, aspirin, corn flakes, yoyo, trampoline

Answer 20

lost trademarks

Question 21

How to protect a brand name?

Answer 21

register, use properly and consistently, legally protect, advertise properly

Question 22

estimated losses to brand conterfeits are:

Answer 22

$250-350 billon

Question 23

strategy in which each product is given a different name (Sara Lee–Champion Sportswear, Jimmy Dean)

Answer 23

individual branding

Question 24

all firm’s products are branded with the same name or part of the name (Kellogg’s Frosted Flakes, Kellogg’s Rice Krispies)

Answer 24

family branding

Question 25

using one of its existing brands to brand a new product in a different product category (Bic pens-->Bic disposable razors, Bic lighters)

Answer 25

brand extension

Question 26

using 2 or more brands on one product

Answer 26

Co Branding - capitalizes on the trust and confidence that customers have in the individual brands - represents a complementary fit in customers minds

Question 27

an agreement in which a company permits another organization to use its brand on other products for a licensing fee (apply ipod accessories)

Answer 27

brand licensing

Question 28

development of a container and a graphic design for a product - is a vital part of a product - can influence customer's attitudes toward a product - can influence purchase decisions

Answer 28

packaging

Question 29

functions of packaging

Answer 29

- protection - communicate symbolically - provide customer convenience - promote the product

Question 30

importance of packaging

Answer 30

- cost - aesthetics - visibility - patents - upper management decision - development and testing procedures - source of competitive advantage

Question 31

packaging considerations

Answer 31

- cost - FDA packaging regulations - consistency among organization's package designs - promotion role - meet reseller needs - environmentally responsible

Question 32

using similar packaging for all of a firm's products or packaging that has one common design element

Answer 32

family packaging

Question 33

levels of packaging:

Answer 33

Primary (coke bottle) Secondary (box toothpaste tube comes in) Tertiary (shipping boxes)

Question 34

unique features are used to make a product distinctive | uniquely shaped packages can attract attention

Answer 34

innovative packaging

Question 35

- may increase demand because it increases amount of product available at point of consumption - may make storage and handling easier

Answer 35

multiple packaging

Question 36

- easier to handle in the distribution channel | - may allow more product on shelf

Answer 36

handling-improved packaging

Question 37

criticisms of packaging:

Answer 37

- functional issues - packaging costs - safety issues - deceptive packaging

Question 38

providing identifying, promotional, or other information on package labels

Answer 38

labeling

Question 39

series of electronically readable lines identifying the product and providing inventory and pricing information for producers & resellers

Answer 39

universal product code (UPC)