Exam 14: Branding and Packaging

A brand name should indicate the product's major benefits.

Family packaging cannot be used for individual product lines; it must apply to the entire product mix of the firm.

Through a series of court decisions, a hierarchy of brand protection based on brand type has been created. These brand types include all but which of the following?

The major characteristic of a private brand is that

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

Arm & Hammer would probably not want to use multiple packaging for its baking soda because

The basic purpose of packaging is to create eye appeal.

What degree of brand loyalty is the strongest and most desired by marketers?

Craftsman tools, sold and branded by Sears, is an example of a ____ brand.

A service brand name must be flexible enough to encompass not only current services offered, but possible future ones as well.

What functions do packages perform? Why are packaging considerations important to marketers?

Traditionally, the main advantage of a private brand over a manufacturer brand was the ____; now this advantage is _____.

While shopping at a landscaping store, Jessie sees a green bag labeled "potting soil." This is an example of

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

Traditional ketchup bottles create functional problems for the user.

Four major elements underlie brand equity including brand name awareness, brand loyalty, perceived brand quality, and brand associations.

A brand name used for a product line should be compatible with most of the products in the line.

Old Navy sells only Old Navy labeled clothing in its retail stores. The Old Navy brand is not sold in any other outlet. Old Navy is a ____ 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.

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