WEEK 4

Question 1

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 1

Brand Equity

Question 2

Advantages of Brand Equity

Answer 2

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 3

It is the main container of
the product.

Answer 3

Primary Package

Question 4

It supports the primary
container.

Answer 4

Secondary Package

Question 5

Protects the product duringshipment.

Answer 5

Shipping Package

Question 6

Purpose of Packaging

Answer 6

—to protect the product
—to enhance the product’s value to the customer
—to stimulate sales

Question 7

Functions of Labelling

Answer 7

—It identifies the product or
brand.
—It might describe several
things about the product.
—It might promote the
product through attractive
graphics

Question 8

There are numerous laws
enacted to regulate ______
and protect the ____.

Answer 8

labelling; public

Question 9

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

Answer 9

Labelling

Question 10

Purpose of Product support and service

Answer 10

—Good customer service is
good for business.
—Monitor customer
complaints.
—Set up strong customer
service departments to
truly give excellent service