Exam 11: Developing and Managing Brand and Product Strategies

Match each item to the statement or sentence listed below. a.brand b.brand preference c.brand insistence d.generic product e.family brand f.brand equity g.category management h.trademark i.brand extension j.consumer innovator k.diffusion process l.captive brands m.trade dress n.product liability o.brand name p.private brand q.brand manager r.cannibalization s.product liability t.brand mark u.label -A _____ is a single name that identifies several related products.

Deanna purchases only Diet Coke; in fact, she never considers any other brands. Deanna has reached the level of brand preference.

Branding helps firms build and maintain identity and competitive advantage for their products.

Buyers rarely identify the brand with the manufacturer.

Lipton markets tea, herbal tea, and iced tea under the Lipton name. What is this strategy?

What is the strategy that seeks to increase sales of existing products in existing markets called?

What type of branding should a company consider using when it wants to implement a market segmentation strategy for its products?

When does brand recognition occur as a stage of brand loyalty?

Match each item to the statement or sentence listed below. a.brand b.brand preference c.brand insistence d.generic product e.family brand f.brand equity g.category management h.trademark i.brand extension j.consumer innovator k.diffusion process l.captive brands m.trade dress n.product liability o.brand name p.private brand q.brand manager r.cannibalization s.product liability t.brand mark u.label -A name, term, sign, symbol, or design that identifies a product is a _____.

What are the likely product characteristics for a firm that uses a family branding strategy?

Match each item to the statement or sentence listed below. a.brand b.brand preference c.brand insistence d.generic product e.family brand f.brand equity g.category management h.trademark i.brand extension j.consumer innovator k.diffusion process l.captive brands m.trade dress n.product liability o.brand name p.private brand q.brand manager r.cannibalization s.product liability t.brand mark u.label -A product management system in which a manager with profit and loss responsibility oversees a product line is called _____.

Heinz Ketchup's easy-squeeze bottles create a convenience benefit for the consumer and assist in marketing the product.

Brand preference is the stage of brand loyalty at which consumers rely on previous experience with a branded product when choosing it, if available, over competitors' products.

At what stage in the consumer adoption process do potential buyers begin to seek information about the product?

Match each item to the statement or sentence listed below. a.brand b.brand preference c.brand insistence d.generic product e.family brand f.brand equity g.category management h.trademark i.brand extension j.consumer innovator k.diffusion process l.captive brands m.trade dress n.product liability o.brand name p.private brand q.brand manager r.cannibalization s.product liability t.brand mark u.label -refers to the responsibility of manufacturers and marketers for injuries and damages caused by their products.

The Universal Product Code is simply a standardized price tag the computer can read to determine a product's price.

Most new product ideas come from internal sources, such as new product development teams.

Concept testing is a marketing research project that attempts to measure consumer attitudes and perceptions relevant to a new product idea.

The Columbia Sportswear Company decides to produce a line of jackets embroidered with the names of all of the NFL teams. Columbia must first contact the teams and/or the league before using the trademarked names. This is an example of brand licensing.

If potential buyers can observe an innovation's superiority in a tangible form, the adoption rate increases.