Exam 14: Branding and Packaging

Brand preference is the strongest form or degree of brand loyalty.

Private distributor brands are owned by

Although difficult to measure,brand loyalty represents the value of a brand to an organization.

Which of the following should be the least important concern for marketers when selecting a brand name?

The manufacturers of Miracle-Gro have square boxes of the plant food that serve as a flower-pot liner.The customer just puts the box inside the flower pot,fills it with potting soil,and then adds water.The Miracle-Gro chemical is activated by the water and begins feeding the plant.This would be an example of ____ packaging.

Registration of a brand with the U.S.Patent and Trademark Office provides a firm with worldwide rights to use that brand for a specified time period.

What is brand equity,and what are the major elements that underlie brand equity?

What steps should a marketer take to protect a brand name from use by others?

When Jiffy-Pop packaged its popcorn in an aluminum skillet,complete with attachable handle,it designed the package to become the cooking utensil.After cooking,the handle was removed and the package became the popcorn bowl.Jiffy-Pop's popcorn in this case is an example of _____ packaging.

A Jeep leather jacket is an example of brand licensing.

Brand equity helps give a brand the power to capture and maintain a consistent market share,which provides stability to an organization's sales volume.

Traditional ketchup bottles create functional problems for the user.

Brand insistence is the strongest degree of brand loyalty but the least common type of brand loyalty.

Labeling is most important for branding reasons.

Labeling and packaging are closely interrelated.

Brand preference is a degree of brand loyalty in which a customer definitely prefers one brand over competitive offerings and will purchase this brand if available.

Brand name awareness is an important element of brand equity because a familiar brand is more likely to be in a customer's ____ than an unfamiliar brand.

Scenario 14.2 Use the following to answer the questions. When Silk Soymilk began packaging its chocolate milk in single-serving sizes,the company chose drink boxes that did not need refrigeration.The boxes were only sold in shrink-wrapped sets of six.Single boxes were not available at grocery stores or convenience markets.Once the Silk chocolate product was selling well,they also began offering the Silk Soymilk vanilla flavor in the same type packaging.The Silk Soymilk brand,logo,and look of the boxes were the same as its larger half-gallon versions.The only difference in packaging style was the brown color for chocolate milk and the color white for vanilla. -Refer to Scenario 14.2.Silk Soymilk probably increased demand for its single servings by facilitating increased consumption of the product through its practice of ____ packaging.

Kenmore is an example of a manufacturer brand.

When Disney characters appear on apparel made by another company,this would be an example of