Exam 14: Branding and Packaging

When Starbucks introduced their new instant coffee brand,Via,the company only sold it in packages of three single-cup units.Starbucks' primary objective for selling Via in three-unit packages rather than single-unit packages was most likely

Which of the following laws was enacted by Congress in 1988 to strengthen trademark protection?

The term "cultural branding" describes how a brand conveys a powerful myth that consumers find useful in cementing their identities.

Healthy Choice is a ____ manufactured by ConAgra Foods,which is a ____.

Discuss the issues marketers should consider when selecting a brand name.Give specific examples.

Sandwich bread would more likely be packaged in a green wrapper than a yellow one.

Family branding occurs when all of a firm's products are branded with all or part of the same name.

Packaging that is designed to flow through the distribution channel easily is called ____ packaging.

Packaging can be used to communicate symbolically the quality or premium nature of a product.

How will sustainability issues impact the design of a package?

A distinguishing factor between a brand name and a brand mark is that a brand name

What is the most protectable brand type as determined by a series of court decisions?

Kleenex Boutique is a ____ of tissues made by the Kimberly-Clark Corporation.

The full and legal name of an organization is called the

Elements that help create brand equity include all of the following except brand

Lighter colors may be used to make a package appear larger to consumers.

Which one of the following is not a benefit of multiple packaging?

Brand equity is a customer's favorable attitude toward a specific brand and,depending on strength,some likelihood of consistent purchase of the brand when needs for a product in this product category arise.

If Subway made an agreement allowing another company to use its brand name on a new supermarket ready-to-eat sandwich,this would be called

A red-and-white label on a soup can is an example of innovative packaging.