Exam 14: Branding and Packaging

If Ralph Lauren,a designer of fine clothing,authorized Dan River Mills to market a line of sheets under the Ralph Lauren name-this arrangement is an example of

How do sellers benefit from the use of brand names and brand marks?

A package of aluminum foil at Kroger supermarket has only a white package with black letters stating "aluminum foil." This product is an example of a ____ brand.

To promote overall company image,packages of Pillsbury cake and cookie mixes have similar designs and colors.This approach is known as

When Anheuser-Busch added Michelob Light to the line of Michelob beers,the firm was using ____ branding.

The overall challenge for marketers when developing packaging is to

The package design of a bag of flour would most likely be criticized for being

Compared to an unfamiliar brand,a familiar brand is more likely to be selected by a customer because it often is viewed as reliable and of acceptable quality.

A customer must have a particular brand and will accept no substitutes.This is termed brand

A ____ brand type is considered the least protectable under existing trademark regulations.

By law,manufacturers must be identified on the labels of private brands.

Brand insistence is the degree of brand loyalty in which a customer strongly prefers a specific brand,will accept no substitute,and is willing to spend a great deal of time and effort to acquire that brand.

The Food and Drug Administration requires that food processors indicate the amount of carbohydrates,calories,and fat in a product.

Labeling is used to perform only two roles: to promote and to inform.

Labeling is important for three specific reasons,including promotional and legal reasons.What is the third reason?

Suggestive brand names are easier to protect legally than fanciful names.