104. The part of a brand that can be spoken including letters, numbers, and words is known as the _____.
a. brand
b. brand mark
c. brand name
d. trade name
e. trademark
105. Kleenex Boutique is a _____ of tissues made by the Kimberly-Clark Corporation.
a. brand mark
b. brand identification
c. brand name
d. trademark
e. trade name
Chapter 10 – Product, Branding, and Packaging Concepts
106. McDonald’s golden arches are a classic example of a _____.
a. brand
b. brand symbol
c. brand name
d. brand mark
e. trademark
107. A distinguishing factor between a brand name and a brand mark is that a brand name _____.
a. creates customer loyalty
b. consists of words
c. identifies only one item in the product mix
d. is registered with the U.S. Patent and Trademark Office
e. implies an organization’s name
Chapter 10 – Product, Branding, and Packaging Concepts
108. Brands provide all of the following benefits for buyers except that they do not _____.
a. foster brand loyalty
b. help identify specific products
c. help buyers evaluate the quality of products
d. offer psychological rewards.
e. reduce perceived risk of purchase
109. A trademark signifies _____.
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
Chapter 10 – Product, Branding, and Packaging Concepts
110. iPod is the _____ of the MP3 player made by Apple, Inc.
a. trade name
b. brand mark
c. trade label
d. brand
e. identifier
111. The full and legal name of an organization is called the _____.
a. trademark
b. legal title
c. organizational name
d. brand name
e. trade name
Chapter 10 – Product, Branding, and Packaging Concepts
112. Joe is an athlete who plays a variety of sports that require various athletic shoes. He has a favorable attitude
toward Nike shoes. This favorable attitude is called brand _____.
a. loyalty
b. recognition
c. preference
d. insistence
e. equity
113. The weakest level of brand loyalty is brand _____.
a. recognition
b. insistence
c. equity
d. trial
e. preference
Chapter 10 – Product, Branding, and Packaging Concepts
114. The three levels of brand loyalty from the strongest to the weakest are _____.
a. preference, insistence, recognition
b. insistence, recognition, preference
c. insistence, preference, recognition
d. recognition, preference, insistence
e. insistence, preference, indifference
115. When a customer is aware that a brand exists and considers it a possibility if his preferred brand is out, he exhibits
brand _____.
a. loyalty
b. insistence
c. preference
d. acknowledgement
e. recognition
Chapter 10 – Product, Branding, and Packaging Concepts
116. RileyusuallybuysPanteneShampooforColoredHair,however,ifthatisnotinstock,shewillbuyL’Oréalor
Garnier Fructis. Riley’slevelofbrandloyaltycanbedescribedasbrand_____.
a. recognition
b. acceptance
c. preference
d. insistence
e. acknowledgement
117. A customer must have a particular brand and will accept no substitutes. This is termed brand _____.
a. preference
b. loyalty
c. insistence
d. recognition
e. requirement
Chapter 10 – Product, Branding, and Packaging Concepts
118. What degree of brand loyalty is the strongest and most desired by marketers?
a. Brand preference
b. Brand requirement
c. Brand awareness
d. Brand insistence
e. Brand recognition
119. Recently Jose went to a neighborhood grocery store to pick up a few items. When he looked for UltraCool
deodorant, it was unavailable. Although there were a number of deodorant brands available, he did not buy any
deodorant. Jose’s behavior indicates that he most likely has _____ toward UltraCool deodorant.
a. brand recognition
b. brand resistance
c. brand preference
d. brand insistence
e. no brand loyalty
Chapter 10 – Product, Branding, and Packaging Concepts
120. The value, measured in either marketing or financial terms, associated with a brand’s strength in a market is
referred to as brand _____.
a. loyalty
b. value
c. share
d. equity
e. association
121. Elements that help create brand equity include all of the following except brand _____.
a. quality
b. associations
c. loyalty
d. recognition
e. awareness
Chapter 10 – Product, Branding, and Packaging Concepts
122. 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.
a. inept set
b. loyalty set
c. preference group
d. brand group
e. consideration set
123. The talking gecko used by Geico Insurance facilitates the development of _____.
a. brand associations
b. brand quality
c. product preference
d. brand loyalty
e. product equity
Chapter 10 – Product, Branding, and Packaging Concepts
124. Private distributor, manufacturer, and generic are the three types of _____.
a. equity
b. brands
c. producers
d. packaging
e. trade names
125. A _____ brand usually requires a producer to become involved in distribution, promotion, and pricing decisions.
a. dealer
b. manufacturer
c. private distributor
d. store
e. wholesaler
Chapter 10 – Product, Branding, and Packaging Concepts
126. Another common name for a private distributor brand is a _____ brand.
a. home
b. manufacturer
c. generic
d. store
e. label
127. Private distributor brands are owned by _____.
a. manufacturers only
b. manufacturers and retailers
c. wholesalers only
d. manufacturers and wholesalers
e. wholesalers or retailers
Chapter 10 – Product, Branding, and Packaging Concepts
128. Craftsman tools sold and branded by Sears is an example of a _____ brand.
a. manufacturer
b. generic
c. wholesaler
d. private distributor
e. regional
129. The major characteristic of a private brand is that _____.
a. only manufacturers initiate and own the brand
b. manufacturers are not identified on the product
c. they generate lower gross margins
d. these brands are exclusive and never distributed nationally
e. retailers purchase these products of a specified quality at the highest cost
Chapter 10 – Product, Branding, and Packaging Concepts
130. A product that indicates only the product category and do not include the company name or other identifying terms
is known as a _____.
a. private brand
b. no-name product
c. generic brand
d. poor quality item
e. lean manufacturer brand
131. Whileshoppingatalandscapingstore,Jessieseesagreenbaglabeled“pottingsoil.”This is an example of _____.
a. streamline packaging
b. generic branding
c. store branding
d. individual branding
e. category-consistent packaging
Chapter 10 – Product, Branding, and Packaging Concepts
132. ApackageofaluminumfoilatKrogersupermarkethasonlyawhitepackagewithblacklettersstating“aluminum
foil.”Thisproductisanexampleofa_____brand.
a. manufacturer’s
b. private distributor’s
c. no-name
d. generic
e. no-frills
133. A _____ brand type is considered the least protectable under existing trademark regulations.
a. descriptive
b. fanciful
c. generic
d. symbolic
e. suggestive
Chapter 10 – Product, Branding, and Packaging Concepts
134. Which of the following is the most protectable brand type as determined by a series of court decisions?
a. Generic brand
b. Suggestive brand
c. Descriptive brand
d. Arbitrary brand
e. Fanciful brand
135. Through a series of court decisions, a hierarchy of brand protection based on brand type has been created. These
brand types include all but _____ brands.
a. arbitrary
b. descriptive
c. fanciful
d. generic
e. symbolic
Chapter 10 – Product, Branding, and Packaging Concepts
136. Besides generic names, what other types of names are very difficult to protect?
a. Names created by the company
b. Surnames and geographic names
c. Arbitrarily chosen names not related to the product
d. Arbitrarily chosen names related closely to the product
e. Names that contain shapes and colors
137. Registration of a trademark with the U.S. Patent and Trademark Office protects trademarks domestically for
_____ years with indefinite renewals.
a. two
b. thirty
c. eighteen
d. five
e. ten
Chapter 10 – Product, Branding, and Packaging Concepts
138. Which of the following laws was enacted by Congress in 1988 to strengthen trademark protection?
a. Brand Protection Act
b. Lanham Act
c. Trademark Infringement Act
d. Trademark Law Revision Act
e. U.S. Patent and Trademark Act
139. The policy of naming each product differently is known as _____ branding.
a. brand-extension
b. family
c. differentiated
d. individual
e. new-product
Chapter 10 – Product, Branding, and Packaging Concepts
140. A major advantage of using individual branding is that _____.
a. the promotion of one of the company’s brands will also promote the company’s other brands
b. this branding policy will prevent the overextension of a brand name to products that are completely unrelated
to the original
c. a poor quality product will not contaminate all of the company’s other products with negative images
d. a specific brand name for each product will help the company grow during times of economic recession
e. the quality of one of the company’s products will help increase the perceived quality image of the company’s
other related products
141. When _____ branding is used, each of the firm’s products is branded with at least part of the same name.
a. individual
b. trademark
c. family
d. selective
e. brand-extension
Chapter 10 – Product, Branding, and Packaging Concepts
142. A(n) _____ occurs when an organization uses one of its existing brands to brand a new product in a different
product category.
a. brand-extension
b. brand-licensing
c. family branding
d. individual branding
e. new-product branding
143. Gorton’s sells Gorton’s Fish Sticks, Gorton’s Fish Fillets, and Gorton Grilled Fish. This is an example of _____.
a. family branding
b. shared naming
c. individual branding
d. brand extension
e. single branding
Chapter 10 – Product, Branding, and Packaging Concepts