Exam 3 - Chapter 14

Question 1

Manufacturers Brands

Answer 1

initiated by producers to ensure that producers are identified with their products at the point of purchase ex: Coke, Doritos, Harley

Question 2

Brand Recognition

Answer 2

the degree of brand loyalty in which a customer is aware that a brand exists and views the brand as an alternative purchase if their preferred brand is unavailable

Question 3

Packaging Criticisms (4)

Answer 3

1) functional issues 2) costs 3) safety issues 4) deceptive packaging

Question 4

6 Reasons of Value of Branding to Buyers

Answer 4

1) identifies specific product 2) reduces purchase time 3) provides a form of self-expression 4) helps evaluate quality 5) reduces perceived risk i purchase 6) offers potential psychological reward

Question 4

Universal Product Code (UPC)

Answer 4

bar code a series of electronically readable lines identifying a product and containing inventory and pricing info

Question 5

Zero Moment of Truth

Answer 5

people are more thoughtful about products because it’s easier to find information ex: RedScan

Question 6

Brand Preference

Answer 6

the degree of brand loyalty in which a customer prefers one brand over competitive offerings

Question 7

6 Reasons of Value of Branding to Sellers

Answer 7

1) identifies the firm’s products 2) makes repeat purchasing easier 3) assists in new product introduction 4) assists in promotional efforts 5) fosters brand loyalty 6) increases profitability

Question 8

Individual Branding

Answer 8

a branding strategy in which each product is given a different name ex: Marlboro, Benson, and Hedges all made by the same co.

Question 8

6 Ways of Packaging Strategically

Answer 8

1) altering the package 2) secondary-use packaging 3) category-consistent packaging 4) innovative packaging 5) multiple packaging 6) handling improved packaging

Question 9

Branding a Service

Answer 9

1) service brand and company name are usually the same 2) uses symbol and name for distinction 3) one name many service products

Question 10

Brand Insistence

Answer 10

the degree of brand loyalty in which a customer strongly prefers a specific brand and will accept no substitute

Question 10

Family Packaging

Answer 10

using similar packaging for all of a firm’s products or packaging that has one common design element ex: Campbell’s Soup

Question 12

Brand Equity

Answer 12

the marketing and financial value associated with a brand’s strength in a market

Question 13

Trade Name

Answer 13

the full legal name of an organization ex: The Coca Cola Company

Question 13

Family Branding

Answer 13

branding strategy all firm’s products with the same name or part of a name ex: Lay’s Potato Chips and Lay’s Tortilla Chips

Question 15

Trademark

Answer 15

“registered” or TM a legal designation of exclusive use of brand

Question 16

Selecting a Brand Name

Answer 16

1) easy to say/spell/recall 2) indicate major benefits/uses 3) distinctive 4) avoid negative connotations

Question 17

4 Functions of Packaging

Answer 17

1) protects/preserves product 2) offers convenience to customer (size/shape) 3) promotes/advertises the product 4) evokes emotional response

Question 18

Generic Brands

Answer 18

brands indicating only the product category (rare) ex: Cola

Question 20

Brand Loyalty

Answer 20

a customer’s favorable attitude toward a specific brand

Question 21

Brand Name

Answer 21

the part of the brand that can be spoken, including letters, words, and numbers

Question 22

Co-Branding

Answer 22

using two or more brands on one product ex: Betty Crocker brownie mix w/ Hershey chocolate

Question 22

Labeling

Answer 22

providing identifying, promotional, or other info on a package label

Question 23

Brand Mark

Answer 23

the part of a brand that is not made up of words such as a symbol or design

Question 23

Protecting a Brand (names)

Answer 23

most protectable to least protectable: 1) fanciful (Exxon) 2) arbitrary (Dr. Pepper) 3) suggestive (Spray ‘n Wash) 4) descriptive (Minute Rice) 5) generic/descriptive/ geographic/functional (aluminum foil)

Question 25

4 Elements of Brand Equity

Answer 25

1) brand name awareness 2) brand loyalty 3) perceived brand quality 4) brand associations

Question 27

Brand Licensing

Answer 27

an agreement whereby a company permits another organization to use its brand on other products for a licensing fee w/ royalty charge 2%-10 licensee is responsible for all manufacturing, selling, and advertising ex: hospital using Disney characters legally

Question 29

Brand Extension

Answer 29

branding strategy when an organization uses one of its existing brands to brand a new product in a different product category ex: Burberry Sunglasses

Question 30

Private Distributor Brands

Answer 30

initiated and owned by a reseller/retailer/wholesaler ex: Great Value/Flavorite

Question 31

Brand

Answer 31

a name, term, design, symbol, or other feature that identifies the marketer's product as distinct and memorable from those of other marketers

Question 32

Packaging

Answer 32

the development of a container and a graphic design for a product 1st moment of truth

Question 33

3 Packaging COnsiderations

Answer 33

cost, regulations, and consistency

Question 34

initiated by producers to ensure that producers are identified with their products at the point of purchase ex: Coke, Doritos, Harley

Answer 34

Manufacturers Brands

Question 35

the degree of brand loyalty in which a customer is aware that a brand exists and views the brand as an alternative purchase if their preferred brand is unavailable

Answer 35

Brand Recognition

Question 36

1) functional issues 2) costs 3) safety issues 4) deceptive packaging

Answer 36

Packaging Criticisms (4)

Question 37

1) identifies specific product 2) reduces purchase time 3) provides a form of self-expression 4) helps evaluate quality 5) reduces perceived risk i purchase 6) offers potential psychological reward

Answer 37

6 Reasons of Value of Branding to Buyers

Question 38

bar code a series of electronically readable lines identifying a product and containing inventory and pricing info

Answer 38

Universal Product Code (UPC)

Question 39

people are more thoughtful about products because it’s easier to find information ex: RedScan

Answer 39

Zero Moment of Truth

Question 40

the degree of brand loyalty in which a customer prefers one brand over competitive offerings

Answer 40

Brand Preference

Question 41

1) identifies the firm's products 2) makes repeat purchasing easier 3) assists in new product introduction 4) assists in promotional efforts 5) fosters brand loyalty 6) increases profitability

Answer 41

6 Reasons of Value of Branding to Sellers

Question 42

a branding strategy in which each product is given a different name ex: Marlboro, Benson, and Hedges all made by the same co.

Answer 42

Individual Branding

Question 43

1) altering the package 2) secondary-use packaging 3) category-consistent packaging 4) innovative packaging 5) multiple packaging 6) handling improved packaging

Answer 43

6 Ways of Packaging Strategically

Question 44

1) service brand and company name are usually the same 2) uses symbol and name for distinction 3) one name many service products

Answer 44

Branding a Service

Question 45

the degree of brand loyalty in which a customer strongly prefers a specific brand and will accept no substitute

Answer 45

Brand Insistence

Question 46

using similar packaging for all of a firm's products or packaging that has one common design element ex: Campbell's Soup

Answer 46

Family Packaging

Question 47

the marketing and financial value associated with a brand's strength in a market

Answer 47

Brand Equity

Question 48

the full legal name of an organization ex: The Coca Cola Company

Answer 48

Trade Name

Question 49

branding strategy all firm’s products with the same name or part of a name ex: Lay’s Potato Chips and Lay’s Tortilla Chips

Answer 49

Family Branding

Question 50

"registered" or TM a legal designation of exclusive use of brand

Answer 50

Trademark

Question 51

1) easy to say/spell/recall 2) indicate major benefits/uses 3) distinctive 4) avoid negative connotations

Answer 51

Selecting a Brand Name

Question 52

1) protects/preserves product 2) offers convenience to customer (size/shape) 3) promotes/advertises the product 4) evokes emotional response

Answer 52

4 Functions of Packaging

Question 53

brands indicating only the product category (rare) ex: Cola

Answer 53

Generic Brands

Question 54

a customer's favorable attitude toward a specific brand

Answer 54

Brand Loyalty

Question 55

the part of the brand that can be spoken, including letters, words, and numbers

Answer 55

Brand Name

Question 56

using two or more brands on one product ex: Betty Crocker brownie mix w/ Hershey chocolate

Answer 56

Co-Branding

Question 57

providing identifying, promotional, or other info on a package label

Answer 57

Labeling

Question 58

the part of a brand that is not made up of words such as a symbol or design

Answer 58

Brand Mark

Question 59

most protectable to least protectable: 1) fanciful (Exxon) 2) arbitrary (Dr. Pepper) 3) suggestive (Spray ‘n Wash) 4) descriptive (Minute Rice) 5) generic/descriptive/ geographic/functional (aluminum foil)

Answer 59

Protecting a Brand (names)

Question 60

1) brand name awareness 2) brand loyalty 3) perceived brand quality 4) brand associations

Answer 60

4 Elements of Brand Equity

Question 61

an agreement whereby a company permits another organization to use its brand on other products for a licensing fee w/ royalty charge 2%-10 licensee is responsible for all manufacturing, selling, and advertising ex: hospital using Disney characters legally

Answer 61

Brand Licensing

Question 62

branding strategy when an organization uses one of its existing brands to brand a new product in a different product category ex: Burberry Sunglasses

Answer 62

Brand Extension

Question 63

initiated and owned by a reseller/retailer/wholesaler ex: Great Value/Flavorite

Answer 63

Private Distributor Brands

Question 64

a name, term, design, symbol, or other feature that identifies the marketer's product as distinct and memorable from those of other marketers

Answer 64

Brand

Question 65

the development of a container and a graphic design for a product 1st moment of truth

Answer 65

Packaging

Question 66

cost, regulations, and consistency

Answer 66

3 Packaging COnsiderations