228) A trademark refers to
A) any word, device (design, sound, shape or color), or combination of these used to distinguish
a seller’s products or services.
B) the part of a brand that can be spoken.
C) the part of a brand that is a symbol or design and cannot be vocalized.
D) the commercial, legal name under which a company does business.
E) the identification that a firm has legally registered its brand name or trade name so the firm
has its exclusive use, thereby preventing others from using it.
229) The identification that a firm has legally registered its brand name or trade name so the firm
has its exclusive use, thereby preventing others from using it, is referred to as a
230) What agency registers the trademarks of a firm?
A) U.S. Chamber of Commerce Trademark and Servicemark Office
B) U.S. Department of Commerce Trademark Registry
C) United Nations Global Trademark Clearinghouse
D) U.S. Federal Trade Commission—Trademark Division
E) U.S. Patent and Trademark Office
231) What federal law protects the trademarks of a firm?
A) Sherman Act
B) Lanham Act
C) ISO 9000
D) Clayton Act
E) Robinson-Patman Act
232) The primary purpose of a trademark is to
A) legally protect a product’s brand name or trade name and prevent others from using it.
B) allow a company to use the brand name on multiple products in its product line.
C) legally identify the product as having met government standards for its product item.
D) help consumers identify a genuine product from a counterfeit product.
E) capitalize on the brand equity a consumer associates with the symbol, sound, or image.
233) The marketing of low-cost copies of popular brands not manufactured by the original
producer is referred to as
A) brand cannibalization.
B) co-branding.
C) brand imitation.
D) product counterfeiting.
E) re-manufacturing.
234) According to the text, which of the following is the most counterfeited branded product?
A) shoes
B) watches and jewelry
C) handbags and wallets
D) clothing and accessories
E) consumer electronics
235) To counteract counterfeiting, the U.S. government passed the ________ in 2006.
236) When Rose went shopping for a new purse, she thought she had found a real value—a
Gucci purse for about 50 percent of what she was expecting to pay. When she looked at it more
closely, she noticed that the purse was nearly identical to a Gucci but was not manufactured by
Gucci. This was most likely an example of
A) product counterfeiting.
B) brand licensing.
C) co-branding.
D) brand imitation.
E) re-manufacturing.
237) For consumers, the primary benefit of branding is that
A) products tend to be higher in quality.
B) it helps consumers become more efficient shoppers.
C) branded items are more readily available in retail outlets.
D) branded items are usually more expensive because of the cost to register them with the
Federal Trade Commission (FTC).
E) they are often rewarded with buyer loyalty incentives.
238) One of the primary benefits of branding for consumers is that branding
A) identifies products of highest quality.
B) guarantees lowest prices.
C) makes decision making easier for consumers.
D) indicates that products have more or newer features.
E) makes advertising and other promotion unnecessary.
239) The U.S. Patent and Trademark Office website allows you to
240) A set of human characteristics associated with a brand name is referred to as
A) a symbolic brand.
B) a brand personality.
C) a brand psychographic.
D) brand personification.
E) product personification.
241) Brand personality refers to
A) the personification of a brand in terms of its benefits.
B) a brand name that cannot be spoken.
C) a set of human characteristics associated with a brand name.
D) the added value a brand name gives to a product beyond the functional benefits provided.
E) the embedded association between a company spokesman or paid celebrity and the product
itself.
242) When consumers think of Harley-Davidson, the image is of a masculine nonconformist.
With Vespa motor scooters, the image is of a brainy environmentalist. Both Vespa and Harley-
Davidson
A) have brand personalities.
B) avoid brand subcultures.
C) are logotypes.
D) use co-branding.
E) use product personification.
243) The added value a brand name gives to a product beyond the functional benefits provided is
referred to as
A) brand cachet.
B) brand net worth.
C) brand equity.
D) brand benefit.
E) brand enhancement.
244) Brand equity refers to
A) the resources invested to create a name, phrase, design, symbol, or combination of these to
identify a firm’s products and distinguish them from those of its competitors.
B) the difference between the revenues generated and the costs incurred to sell a product.
C) increasing the content contained within the brand’s package without changing its size or
increasing its price.
D) the net present value of the royalties the firm receives as a result of licensing its brand to
other firms to manufacture and/or market.
E) the added value a brand name gives to a product beyond the functional benefits provided.
245) Brand equity is valuable to an organization because it creates a competitive advantage and
A) it guarantees the lowest prices.
B) decision making becomes easier for consumers.
C) there is no need for coupons, discounts, or other customer incentives.
D) customers are often willing to pay a higher price.
E) new market segments are easily added to the market-product grid.
246) Which of the following is the first of four steps in building brand equity?
A) developing positive brand awareness
B) lowering the price of products
C) easing consumers’ decision making
D) incorporating higher value in products
E) creating market modification
247) Which of the following is one of the steps in the sequential process of building brand
equity?
A) develop positive brand awareness
B) establish a brand’s meaning in the minds of consumers
C) elicit the proper consumer responses to a brand’s identity and meaning
D) create a consumer-brand connection
E) reward loyal customer behavior
248) The fourth and final step in the sequential process of building brand equity is to
A) develop positive brand awareness.
B) establish a brand’s meaning in the minds of consumers.
C) elicit the proper consumer responses to a brands identity and meaning.
D) create an intense, active, and loyal consumer-brand connection.
E) reward loyal customer behavior.
249) Which step in the sequential process of building the brand equity pyramid is most difficult
to achieve?
A) easing consumers’ decision making
B) forming a brand personality
C) creating a consumer-brand connection
D) rewarding loyal customer behavior
E) developing brand licensing criteria
250) Figure 11-6 above shows the sequential process of building brand equity. Segment A
represents the first step, which is to
A) create a consumer-brand connection.
B) develop positive brand awareness.
C) reward loyal customer behavior.
D) establish a brand’s meaning in the minds of consumers.
E) elicit the proper consumer responses to a brand’s identity and meaning.
251) Figure 11-6 above shows the sequential process of building brand equity. The second step is
to establish a brand’s meaning in the minds of consumers. This step consists of two dimensions,
B and C, which represent
A) brand performance and brand imagery.
B) brand identity and brand emotion.
C) consumer judgments and consumer feelings.
D) brand awareness and consumer-brand connection.
E) consumer feelings and brand imagery.
252) Figure 11-6 above shows the sequential process of building brand equity. The third step is
to elicit the proper consumer responses to a brand’s identity and meaning. This step consists of
two dimensions, D and E, which represent
A) brand identity and brand emotion.
B) brand performance and brand imagery.
C) consumer judgments and consumer feelings.
D) brand awareness and consumer-brand connection.
E) consumer feelings and brand imagery.
253) Figure 11-6 above shows the sequential process of building brand equity. F represents the
fourth and last step, which is to
A) elicit the proper consumer responses to a brand’s identity and meaning.
B) develop positive brand awareness.
C) reward loyal customer behavior.
D) establish a brand’s meaning in the minds of consumers.
E) create a consumer-brand connection.
254) Brand equity provides a financial advantage for a brand’s owner because successful,
established brand names have an economic value in the sense that they are
A) tangible assets.
B) intangible assets.
C) durable goods.
D) nondurable goods.
E) immaterial equity.
255) A contractual agreement whereby one company (licensor) allows its brand name or
trademark to be used with products or services offered by another company (licensee) for a
royalty or fee is referred to as
A) co-branding.
B) generic branding.
C) reseller licensing.
D) mixed branding.
E) brand licensing.
256) Brand licensing refers to
A) the registration fee paid by a manufacturer to states, provinces, or countries in order to sell its
products there.
B) a branding strategy in which the producer dictates the brand name to retailers for the products
sold to their respective markets.
C) a branding strategy in which a company uses one name for all of its products.
D) a contractual agreement whereby a company allows another firm to use its brand name or
trademark with its products or services for a royalty or fee.
E) a branding strategy in which manufacturers produce products but sell them under the brand
name of a wholesaler or retailer.
257) Mattel has a contractual agreement to let Colgate use the Barbie name and image on kids’
toothpaste and toothbrushes. Colgate pays Mattel a fee for the use of the Barbie name and image.
This is an example of
A) brand licensing.
B) co-branding.
C) generic branding.
D) reseller licensing.
E) mixed branding.
258) Kemps makes Life Savers Real Fruit Sherbet (with the flavors of a favorite childhood
candy). Kemps pays Wrigley, the owner of the Life Savers brand name, a fee to market this
product. This is an example of
A) generic branding.
B) reseller licensing.
C) mixed branding.
D) brand licensing.
E) co-branding.
259) Ralph Lauren has a long-term ________ agreement with Luxottica Group for the design,
production, and worldwide distribution of prescription frames and sunglasses under the Ralph
Lauren brand. Ralph Lauren is a leader in the design, marketing, and distribution of premium
lifestyle products, while Luxottica is the global leader in luxury eyewear.
A) brand licensing
B) generic branding
C) multiproduct branding licensing
D) mixed branding
E) co-branding
260) A good brand name has several characteristics, including that it should
A) avoid the use of a humorous connotation.
B) fit the company or product image.
C) suggest but not copy entirely the leading brand.
D) be patented.
E) easy to spell and pronounce.
261) The Make a Wish Foundation brand name is especially effective because it
A) is easy to spell and pronounce.
B) is not easily imitated.
C) suggests the service’s benefits.
D) demands a hint of moral obligation.
E) is devoid of emotion.
262) Which of the following products has the brand name that best suggests its benefits, one of
six criteria for selecting a good brand name?
A) Spam canned meat
B) Ken’s salad dressing
C) Formula 409 cleaner
D) Match Light charcoal
E) Bayer aspirin
263) In 1984, IBM launched the “PCjr,” its first low-priced, educational/home personal
computer. Sales were poor because IBM most likely violated which criterion for picking a good
brand name?
A) The name was not distinctive nor memorable.
B) The name did not fit the company image.
C) The name had too many legal restrictions.
D) The name was too confusing with both capital and lowercase letters.
E) The name failed to suggest the product benefits.
264) Kellogg’s changed the name of its Heartwise cereal to Fiberwise most likely to
A) respond to a changing public interest from heart to intestinal health issues.
B) convey a stronger product image, since “heart” implied sentimentality and “fiber” implied
strength.
C) comply with U.S. Food and Drug Administration guidelines on the use of the word “heart” in
food brand names.
D) avoid a lawsuit by the maker of HeartPro Organic Cereal because it claimed the names and
benefits were too similar.
E) complement its new line of breakfast fiber bars.
265) 7UP is a lemon-lime carbonated soft drink that has been very successful in the United
States. Dr Pepper/Seven Up, Inc., the maker of 7UP, uses a family branding strategy to market
7UP worldwide. In China, sales have suffered since the brand name means “death through
drinking.” Which criterion for picking a good band name did Dr Pepper/Seven Up, Inc. violate
when it chose to use a family branding strategy to market 7UP in China?
A) The name should have favorable phonetic and semantic associations in other languages.
B) The name should be simple.
C) The name should have no governmental restrictions.
D) The name should suggest the product’s benefits.
E) The name should not be difficult to spell or pronounce.