Exam 14: Branding and Packaging

In the United States,toothpaste is sold in tubes and ketchup is sold in plastic bottles.However,in other parts of the world,ketchup and tomato paste are also sold in tubes.If Heinz were to introduce ketchup in tubes in the United States,consumers might have a more difficult time recognizing the ketchup product due to the change in the _____.

Brand licensing gives a company the ability to gain more revenue and low-cost or free promotional exposure.

The use of darker colors in packaging design makes the package appear smaller to consumers.

Which of the following statements about labeling is false?

Why are brand names and brand marks important to the overall success of a product?

Marketers may use brand names that have absolutely no meaning to avoid negative connotations.

When a product tries to capitalize on the brand equity of two separate brands,marketers are using

Packages are always secondary ingredients of a marketing strategy.

Package characteristics shape buyer impressions of a product during use.

The similar jar shapes for mayonnaise products are an example of category-consistent packaging.

Apple Computer is an example of a manufacturer brand.

Package safety or convenience features can perform a promotional role.

The weakest level of brand loyalty is brand

Many manufacturers that produce their own brand

What are the major functions of a label?

The production of private distributor brands for resellers may allow a manufacturer to use excess capacity efficiently.

The instruction "Refrigerate after opening" on a salad dressing label is an example of the descriptive function of labeling.

Marketers must follow packaging technology and legislation to make modifications that ensure consumer safety.

Registration of a trademark with the U.S.Patent and Trademark Office protects trademarks domestically for ____ years with indefinite renewals.

Brand recognition exists when a customer is aware that the brand exists and views it as an alternative to purchase if the preferred brand is unavailable or if the other available brands are unfamiliar to the customer.