Week 3&4 PRODUCTS, SERVICES, & BRANDING STRATEGY II

Question 1

What are the five individual product decision

Answer 1

• Product Attributes
• Branding
• Packaging
• Labelling
• Product support services

Question 2

It is the ability of a
product to perform
its functions.

Answer 2

Product Quality

Question 3

In Product Quality it should have

Answer 3

✓Quality level

✓Product
consistency or
conformance

Question 4

A competitive
tool for differentiating the
company’s product from
competitors’ products.

Answer 4

Product Features

Question 5

It is process of designing a
product’s style and
function.

Answer 5

Product Style & Design

Question 6

The
element of a brand that
can be vocalized.

Answer 6

Brand Name

Question 7

The
element of a brand that
cannot be vocalized.

Answer 7

Brand Mark

Question 8

BRAND NAME SELECTION

Answer 8

✓ Suggest something about a
product’s benefits and qualities

✓ Easy to pronounce, recognize, and
remember

✓ Distinctive

✓ Extendable

✓ Can be translated easily

✓ Capable of registration and
legal protection

Question 9

Types of brand logos

Answer 9

MONOGRAMS (lettermarks)

WORDMARKS (logotypes)

PICTORIAL MARKS

ABSTRACT LOGOMARKS

MASCOTS

COMBINATION MARK

EMBLEM

Question 10

consists of letters, usually
brand initials

Answer 10

MONOGRAMS (lettermarks)

Question 11

Font-based logo that focuses
on business name

Answer 11

WORDMARKS (logotypes)

Question 12

icon or graphic-based logo

Answer 12

PICTORIAL MARKS

Question 13

abstract geometric form instead
of being a recognizable image

Answer 13

ABSTRACT LOGOMARKS

Question 14

Logos that involve illustrated
character

Answer 14

MASCOTS

Question 15

combined wordmark/lettermarks and
a pictorial mark/abstract mark/mascot

Answer 15

COMBINATION MARK

Question 16

consists of font inside a
symbol or an icon

Answer 16

EMBLEM

Question 17

It is the value of a brand, based on the extent
to which it has high brand loyalty, name
awareness, perceived quality, strong brand associations and other assets such as patents,
trademarks and channel relations.

Answer 17

Brand Equity

Question 18

Advantages of Brand Equity

Answer 18

1. high consumer awareness and loyalty
2. greater ease in launching brand extensions because
   of high brand credibility
3. a good defense against fierce price competition
4. belief in being the company’s most enduring asset

Question 19

It is the main container of
the product

Answer 19

PRIMARY PACKAGE

Question 20

It supports the primary
container.

Answer 20

SECONDARY PACKAGE

Question 21

Protects the product during
shipment.

Answer 21

SHIPPING PACKAGE

Question 22

PURPOSE OF PACKAGING

Answer 22

to protect the product

to enhance the product’s value to the customer

to stimulate sales

Question 23

FUNCTION OF LABELLING

Answer 23

✓It identifies the product or
brand.

✓It might describe several
things about the product.

✓It might promote the
product through attractive
graphics

Question 24

It is also part of
packaging and consists
of printed information
appearing on or with the
package.

Answer 24

LABELLING

Question 25

PURPOSE OF PRODUCT
SUPPORT SERVICES

Answer 25

✓Good customer service is
good for business.

✓Monitor customer
complaints.

✓Set up strong customer
service departments to
truly give excellent service