232. Every aspect of a brand is subject to a marketer’s control.
a. True
b. False
233. The term “cultural branding” describes how a brand conveys a powerful myth that consumers find useful in
cementing their identities.
a. True
b. False
234. Brand recognition exists when a customer is aware that the brand exists and views it as an alternative to purchase
if the preferred brand is unavailable or if the other available brands are unfamiliar to the customer.
a. True
b. False
Chapter 10 – Product, Branding, and Packaging Concepts
235. Brand preference is the strongest form or degree of brand loyalty.
a. True
b. False
236. Brand preference is a degree of brand loyalty in which a customer definitely prefers one brand over competitive
offerings and will purchase this brand if available.
a. True
b. False
237. Although difficult to measure, brand loyalty represents the value of a brand to an organization.
a. True
b. False
Chapter 10 – Product, Branding, and Packaging Concepts
238. Brand insistence is the degree of brand loyalty in which a customer strongly prefers a specific brand, will accept no
substitute, and is willing to spend a great deal of time and effort to acquire that brand.
a. True
b. False
239. Brand insistence is the strongest degree of brand loyalty but the least common type of brand loyalty.
a. True
b. False
240. Brand equity is a customer’s favorable attitude toward a specific brand.
a. True
b. False
Chapter 10 – Product, Branding, and Packaging Concepts
241. Four major elements underlie brand equity including brand name awareness, brand loyalty, perceived brand quality,
and brand associations.
a. True
b. False
242. Compared to an unfamiliar brand, a familiar brand is more likely to be selected by a customer because it is often
viewed as reliable and of an acceptable quality.
a. True
b. False
243. Brand equity helps give a brand the power to capture and maintain a consistent market share, which provides
stability to an organization’s sales volume.
a. True
b. False
Chapter 10 – Product, Branding, and Packaging Concepts
244. By law, manufacturers must be identified on the labels of private brands.
a. True
b. False
245. A generic brand indicates only the product category.
a. True
b. False
246. A brand name should indicate the product’s major benefits.
a. True
b. False
Chapter 10 – Product, Branding, and Packaging Concepts
247. Marketers may use brand names that have absolutely no meaning to avoid negative connotations.
a. True
b. False
248. Brand names should be different from the company name to avoid confusion.
a. True
b. False
249. Suggestive brand names are easier to protect legally than fanciful names.
a. True
b. False
Chapter 10 – Product, Branding, and Packaging Concepts
250. The brand name “Minute Rice” would be more difficult to protect legally than “Exxon.”
a. True
b. False
251. Individual branding facilitates market segmentation.
a. True
b. False
252. Family branding occurs when all of a firm’s products are branded with all or part of the same name.
a. True
b. False
Chapter 10 – Product, Branding, and Packaging Concepts
253. The brands used for co-branding cannot be owned by the same company.
a. True
b. False
254. To gain customer acceptance, the two brands involved in co-branding must represent a complementary fit in the
minds of buyers.
a. True
b. False
255. Co-branding capitalizes on the trust that customers have in both companies involved.
a. True
b. False
Chapter 10 – Product, Branding, and Packaging Concepts
256. Brand licensing gives a company the ability to gain more revenue and low-cost or free promotional exposure.
a. True
b. False
257. Packaging is a neglected component of a marketing strategy.
a. True
b. False
258. Packagecharacteristicshelptoshapebuyers’impressionsofaproductatthetimeofpurchaseorduringuse.
a. True
b. False
Chapter 10 – Product, Branding, and Packaging Concepts
259. The basic purpose of packaging is to create eye appeal.
a. True
b. False
260. Recently, buyers have shown an unwillingness to pay more for improved packaging.
a. True
b. False
261. Consistency among package designs is essential for an organization’s product mix.
a. True
b. False
Chapter 10 – Product, Branding, and Packaging Concepts
262. Package safety or convenience features can perform a promotional role.
a. True
b. False
263. Packaging can be used to communicate symbolically the quality or premium nature of a product.
a. True
b. False
264. Family packaging cannot be used for individual product lines; it must apply to the entire product mix of the firm.
a. True
b. False
Chapter 10 – Product, Branding, and Packaging Concepts
265. When all packages of a firm are designed to appear similar or include one major element of the design, it is using
family packaging.
a. True
b. False
266. A firm can create desirable images and associations regarding its products by its choice of color, design, shape, and
texture.
a. True
b. False
267. Lighter colors may be used to make a package appear larger to consumers.
a. True
b. False
Chapter 10 – Product, Branding, and Packaging Concepts
268. The use of darker colors in packaging design makes the package appear smaller to consumers.
a. True
b. False
269. Beyond the obvious limitation that the package must be large enough to hold the product, a package can be
designed to appear taller or shorter.
a. True
b. False
270. A package can be used to attract customers’ attention.
a. True
b. False
Chapter 10 – Product, Branding, and Packaging Concepts
271. The Cool Whip container is an example of a secondary-use package.
a. True
b. False
272. Multiple packaging interferes with handling and storage of products.
a. True
b. False
273. Labels facilitate product identification.
a. True
b. False
Chapter 10 – Product, Branding, and Packaging Concepts
274. Labeling and packaging are closely interrelated.
a. True
b. False
275. Labeling is most important for branding reasons.
a. True
b. False
276. Labeling is used to perform only two roles: to promote and to inform.
a. True
b. False
Chapter 10 – Product, Branding, and Packaging Concepts
277. Nutritional information on labels is optional as consumers are indifferent to its availability.
a. True
b. False
278. The Food and Drug Administration requires that food processors indicate the amount of carbohydrates, calories,
and fat in a product.
a. True
b. False
279. The Federal Trade Commission is solely responsible for establishing and enforcing packaging regulations.
a. True
b. False
Chapter 10 – Product, Branding, and Packaging Concepts