Exam 14: Branding and Packaging

When a cellphone manufacturer uses a policy of naming each of its phone products differently,such as the Neon,the Star,the Fanfare,and the Illusion,this strategy is called ____ branding.

Melissa needs some spaghetti sauce and always buy Ragu.However,her local supermarket is out of Ragu and since Melissa wants to get home to cook dinner she settles for Prego.Melissa has brand ____ for Ragu and brand ____ for Prego.

Service marketers frequently use symbols in combination with brand names.

Customers will more easily recognize a new product as belonging to a particular product category if the marketers use

A product that is simply labeled with the product category is considered a

A brand name used for a product line should be compatible with most of the products in the line.

Marvel Comics allowed various organizations to use its Spiderman and Incredible Hulk characters to market a wide variety of toys and clothing items.Marvel Comics received a percentage of the gross revenues.This is

Multiple packaging is

When Glidden introduced interior house paint in plastic gallon containers,including a no-drip spout,this was an example of ____ packaging.

Recently,buyers have shown an unwillingness to pay more for improved packaging.

Private distributor brands are owned by retailers and do not identify the manufacturer of the product.Which of the following is an example of a private distributor brand?

Brand names should be different from the company name to avoid confusion.

The major characteristic of a private brand is that

Which of the following is a primary factor specific to services in choosing a brand name?

Of the following choices,which would be the easiest brand name to legally protect?

Kellogg's Rice Krispies,a ____ brand,is likely to be found next to Crispy Rice,a ____ brand that has very similar coloring and styling for its package.

A trademark signifies

The brand name Hamburger Helper would most likely be considered

While shopping at a landscaping store,Jessie sees a green bag labeled "potting soil." This is an example of

Scenario 14.1 Use the following to answer the questions. The Pillsbury division of General Mills has promoted its baking products through its trade character,the Pillsbury Doughboy,since 1965.He appears in television commercials touting the quality,benefits,and features of the products Pillsbury sells.Each product in the Pillsbury line,such as crescent rolls,pizza dough,biscuits,and cinnamon rolls,includes the Pillsbury name on the package.In addition to the Pillsbury name,the Pillsbury Doughboy also appears on each package,although in different poses.On the Pillsbury website,the Pillsbury Doughboy character is animated and can be seen "dancing".He can be downloaded to your personal computer or used to create your own e-card. -Refer to Scenario 14.1.If Hanes,a manufacturer of t-shirts,were to begin producing a t-shirt with the trade character Pillsbury Doughboy on the front,this would be an example of