Chapter 6

Question 1

What is a corporate-dominant brand name?

Answer 1

A corporate-dominant brand name includes the manufacturing company in the brand name or as the name of the product (i.e. Roots, Coca Cola).

Question 2

What is a product-dominant brand name?

Answer 2

A product-dominant brand name is not associated with the manufacturing company that makes the product (i.e. Acura, Häagen Dazs).

Question 3

What is co-branding and its benefits?

Answer 3

Co-branding is when two or more brands or products combine and cooperate for their mutual benefit. (Wendy’s, Krabby patty)

Question 4

Why do we need and use packaging?

Answer 4

There are 5 main purposes of packaging: Protection and Preservation, Promotion, Consolidation, Brand Identification, Information.

Question 5

Branding Origin

Answer 5

Came from farmers branding their animals to know whose animal it belongs to