Exam 14: Branding and Packaging

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.

The three levels of brand loyalty from strongest to weakest are

The value, measured in either marketing or financial terms, associated with a brand's strength in a market is referred to as brand

Duncan Hines Brownie Mix has revised its packaging with the words "Real Hershey's Chocolate In the Mix" on its box. This is an example of ____ .

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

Of the following choices, which would be the easiest brand name to legally protect?

In marketing, family packaging means

Many brand names have become so common that they are now generic terms for a particular product category. Which of the following is the best example of this?

Lysol Basin, Tub, and Tile Cleaner and Lysol Disinfectant Spray exemplify

Haley is a graphic artist who is currently working on the development of a new container for mustard and mayonnaise. She is also developing its graphic design. Haley is likely working on the product's

The label on a window air conditioner reads "uses up to 20% less energy." For what reason is this phrase most likely used?

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.

Federal laws require the disclosure of nutritional information on labels. So far, evidence on this matter

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

A brand name like "Northwest Airlines" provides greater flexibility than the brand name "Humana."

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

Many manufacturers that produce their own brand

As Lisa eats her morning bowl of Golden Grahams cereal, she reads about the calories, fats, carbohydrates, and vitamins she is ingesting. This information is required by the

Labels facilitate product identification.

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