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292. Scenario 11.1
Use the following to answer the questions.
When Silk Soymilk began packaging its chocolate milk in single-serving sizes, the company chose drink boxes that did
not need refrigeration. The boxes were only sold in shrink-wrapped sets of six. Single boxes were not available at grocery
stores or convenience markets. Once the Silk chocolate product was selling well, they also began offering the Silk
Soymilk vanilla flavor in the same type packaging. The Silk Soymilk brand, logo, and look of the boxes were the same as
its larger half-gallon versions. The only difference in packaging style was the brown color for chocolate milk and the
color white for vanilla.
Refer to Scenario 11.1. If Silk Soymilk were to begin offering Silk Soymilk Chocolate Ice Cream Bars, this would be an
example of
a.
a product line extension.
b.
individual branding.
c.
a brand extension.
d.
a private distributor brand.
e.
co-branding.
293. A brand name is the part of the brand that is spoken.
a.
True
b.
False
294. Registration of a brand with the U.S. Patent and Trademark Office provides a firm with worldwide rights to use that
brand for a specified time period.
a.
True
b.
False
295. Customers use brands to help judge product quality.
a.
True
b.
False
296. Every aspect of a brand is subject to a marketer's control.
a.
True
b.
False
297. The term "cultural branding" describes how a brand conveys a powerful myth that consumers find useful in
cementing their identities.
a.
True
b.
False
298. 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
299. Brand preference is the strongest form or degree of brand loyalty.
a.
True
b.
False
300. 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
301. Although difficult to measure, brand loyalty represents the value of a brand to an organization.
a.
True
b.
False
302. 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
303. Brand insistence is the strongest degree of brand loyalty but the least common type of brand loyalty.
a.
True
b.
False
304. Brand equity is a customer's favorable attitude toward a specific brand and, depending on strength, some likelihood
of consistent purchase of the brand when needs for a product in this product category arise.
a.
True
b.
False
305. Four major elements underlie brand equity including brand name awareness, brand loyalty, perceived brand quality,
and brand associations.
a.
True
b.
False
306. Compared to an unfamiliar brand, a familiar brand is more likely to be selected by a customer because it often is
viewed as reliable and of acceptable quality.
a.
True
b.
False
307. 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
308. Apple Computer is an example of a manufacturer brand.
a.
True
b.
False
309. Green Giant is an example of a private distributor brand.
a.
True
b.
False
310. Sears Kenmore is an example of a manufacturer brand.
a.
True
b.
False
311. By law, manufacturers must be identified on the labels of private brands.
a.
True
b.
False
312. The production of private distributor brands for resellers may allow a manufacturer to use excess capacity efficiently.
a.
True
b.
False
313. Competition between manufacturer brands and private distributor brands is becoming more intense in several major
categories.
a.
True
b.
False
314. A generic brand indicates only the product category.
a.
True
b.
False
315. A brand name should indicate the product's major benefits.
a.
True
b.
False
316. A brand name used for a product line should be compatible with most of the products in the line.
a.
True
b.
False
317. Marketers may use brand names that have absolutely no meaning to avoid negative connotations.
a.
True
b.
False
318. Brand names should be different from the company name to avoid confusion.
a.
True
b.
False
319. Suggestive brand names are easier to protect legally than fanciful names.
a.
True
b.
False
320. The brand name "Minute Rice" would be more difficult to protect legally than "Exxon."
a.
True
b.
False
321. Individual branding facilitates market segmentation.
a.
True
b.
False
322. Family branding occurs when all of a firm's products are branded with all or part of the same name.
a.
True
b.
False
323. The brands used for co-branding cannot be owned by the same company.
a.
True
b.
False
324. 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
325. Co-branding capitalizes on the trust that customers have in both companies involved, especially when the brands
complement one another in the mind of the buyer.
a.
True
b.
False
326. Distribution capabilities can increase as a result of co-branding, which is an advantage for participating partners.
a.
True
b.
False
327. Brand licensing gives a company the ability to gain more revenue and low-cost or free promotional exposure.
a.
True
b.
False
328. A Jeep leather jacket is an example of brand licensing.
a.
True
b.
False
329. Packages are always secondary ingredients of a marketing strategy.
a.
True
b.
False
330. Package characteristics shape buyer impressions of a product during use.
a.
True
b.
False
331. The basic purpose of packaging is to create eye appeal.
a.
True
b.
False
332. Recently, buyers have shown an unwillingness to pay more for improved packaging.
a.
True
b.
False
333. Consistency among package designs is essential for an organization's product mix.
a.
True
b.
False
334. Package safety or convenience features can perform a promotional role.
a.
True
b.
False
335. Packaging can be used to communicate symbolically the quality or premium nature of a product.
a.
True
b.
False
336. Family packaging cannot be used for individual product lines; it must apply to the entire product mix of the firm.
a.
True
b.
False
337. When a firm's packages are designed to appear to be quite similar, the firm is using family packaging.
a.
True
b.
False
338. Desirable product images can be created through the use of colors, design, shapes, and textures in packaging.
a.
True
b.
False
339. Package shape, graphic design, and certain colors may be used to make a product appear taller than it actually is.
a.
True
b.
False
