Exam 14: Branding and Packaging

Identify the advantages for a retailer of having a private distributor brand, and then explain how a manufacturer can benefit by producing private distributor brands.

Multiple packaging interferes with handling and storage of products.

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

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

Besides generic names, what other types of names are very difficult to protect?

The words "Grade A Eggs" on an egg carton fulfill a legal requirement of labeling.

A ____ brand usually requires a producer to become involved in distribution, promotion, and pricing decisions.

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

How can marketers use social media to build brand loyalty? Explain the three degrees of brand loyalty.

Apple Computer is an example of a manufacturer brand.

The brand name "Minute Rice" would be more difficult to protect legally than "Exxon."

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. The Pillsbury branding policy is most likely

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

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

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. The Pillsbury brand name would be characterized as a ____ brand.

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

The talking gecko used by Geico Insurance facilitates the development of

Gain liquid laundry detergent comes in a 40-ounce plastic bottle with a pour spout. When that bottle is empty, consumers can purchase Gain in a plastic pouch designed to refill the original 40-ounce plastic bottle. The pouches use less packaging, store flat, and cost less; however, they are not for repeated usage. The use of the original Gain 40-ounce bottle is an example of a(an)

All Healthy Choice products come in green boxes with the same Healthy Choice logo. This is an example of the use of

The UPC symbol is used by retailers for price and inventory control purposes.