Exam 9: Build the Brand

In most retail environments, a package has very little time to connect with the customer at the point of purchase.

Because Sony has so many different product offerings in various types of electronics, management has found that it is helpful to use brands to keep track of products in each type. Thus, it has different brand names for its televisions, DVD players, and portable music players. Which company brand role does this example illustrate?

The Food and Drug Administration requires all processed-food companies to provide detailed nutritional information clearly identifying calories, fats, carbohydrates, and other information. This is an example of the ________ requirements of labeling.

Compare and contrast customer, company, and competitor brand roles.

Procter & Gamble wanted Crest Vivid White Toothpaste to stand out from competitor brand toothpastes on store shelves, so it created a stand-up package and used a graphics-heavy box. In the context of objectives of packaging, the company focuses on ________.

Heinz revolutionized the industry when it introduced its inverted bottle because consumers had complained for years about how hard it was to get out that last bit of ketchup. The company spent three years designing the convenient container, which is equipped with a vacuum cap that stops dry ketchup from forming around the lid. Which of the following packaging objectives does this exemplify?

With brand ________, customers develop a number of emotional, performance, and psychological connections with a brand.

When customers see the logo of McDougal's restaurant, they think of food served quickly in a clean, family-friendly environment. Which customer brand role does this exemplify?

In 1914, the federal government, through the Federal Trade Commission, first ruled misleading or blatantly phony labels were illegal and represented unfair competition. This demonstrates a ________ requirement of labeling.

The most basic form of brand equity is ________.

Super-Mart decides to create its own brand of personal care products. It enters into an agreement with a large manufacturer of this type of product to supply Super-Mart with the products that will carry its newly formed brand's name. This is an example of ________ branding.

Paedro's Pasta has developed a strong brand name in the dry pasta marketplace based on its texture and taste. Through its strong brand, Paedro's Pasta was able to introduce a successful line of sauces under the same brand name. Which of the following dimensions of brand equity does this example illustrate?

The characters from the popular cartoon show "SpongeBob Square Pants" can be found on a variety of merchandises such as clothing, toys and video games. Yet, the original creator of the show does not produce any of the items. This is an example of licensing the brand name to other manufacturers.

Dell used its brand to expand into new areas including printers and consumer electronics such as LCD and plasma televisions. Dell engaged in a ________ extension.

Robitussin redesigned its packaging to provide specific product use information to help buyers make a purchase decision and to inform them about proper product usage. The package lists four key pieces of information: the product's formulation, its possible side effects, the symptoms it treats, and the recommended age for usage. This is an example of meeting the ________ requirements of labeling.

The strongest form of brand equity that reflects a commitment to repeat purchases is brand association.

A company's brand role includes ________.

The three benefits of high brand equity are perceived quality, brand connections, and brand loyalty.

________ brands enable manufacturers to leverage marketing resources by creating efficiencies in marketing communications and distribution.

The manufacturer of Fast Peddle Bikes offers a warranty that states that the gear-shifting mechanism for its product will work consistently and be free of mechanical defects for five years. This is an example of a(n) ________ warranty.