Deck 11: Product Strategies: Branding and Packaging Decisions

Question 1

A trademark can be registered for a product but not for a service

Answer 1

False

Question 2

The WTO allows its members to make trademark registrability depend on distinctiveness through use

Answer 2

True

Question 3

A color cannot be trademarked

Answer 3

False

Question 4

Brand equity is the value that is attached to the brand

Question 5

There is a high degree of brand standardization across countries

Question 6

Branding is one area of the marketing mix in which standardization is relatively high

Question 7

For commodities, branding is undesirable

Question 8

Demand for a commodity is a function of price

Question 9

Global consumer culture positioning is a construct that associates a brand with a widely understood and recognized set of symbols that constitute an emerging global consumer culture

Question 10

When deciding on whether a private brand is to be used, the least dependent party has less bargaining power

Question 11

To avoid injuring a company's main business while trading up or down, the firm should use multiple brands

Question 12

Developing countries' governments resent international brands

Question 13

International brands are not subject to price control

Question 14

Gray marketing can be minimized by having local brands instead of a worldwide brand

Question 15

To combat gray marketing, a manufacturer should use (multiple) local brands rather than a worldwide brand

Question 16

Compared to global brands, local brands are not necessarily inferior

Question 17

It is risky to use the corporate name as a brand name for a fashion product

Question 18

Brand selection has shifted somewhat from being less art to becoming more science

Question 19

People in many countries do not make any distinction in pronunciation between the letters v and w

Question 20

A mark which cannot be placed on the Principal Register will not be allowed to be placed on the Supplemental Register either

Question 21

To be eligible for registration, a trademark must be distinctive or capable of being distinctive

Question 22

It is difficult to register marks that are not distinctive

Question 23

The policy of the US government is to contest applications for generic trademarks at home but to ignore them abroad

Question 24

A generic mark cannot be registered and receives no legal protection

Question 25

A generic mark provides its owner with a reasonable degree of legal protection

Question 26

The trademark law of the United States prohibits "token use"

Question 27

According to the updated Trademark Act, US firms filing a trademark application can do so on the basis of "intent to use" and are no longer allowed to rely on "token use"

Question 28

According to the updated Trademark Act, to file a trademark application, US firms are no longer required to first put the mark into use in interstate or foreign commerce but may instead rely on intent to use

Question 29

Once a trademark is registered, the owner's rights are intact for ten years with or without "use"

Question 30

The WTO does not allow its members to make actual use of a trademark a condition for filing an application for registration

Question 31

The WTO does not allow its members to cite an uninterrupted period of non-use as a reason to cancel trademark registration

Question 32

The quickest way to lose a trademark is by not using it

Question 33

To retain its rights, a marketer must not allow its market to become generic

Question 34

The great variety of package sizes or styles demanded by Americans are very appealing to foreigners

Question 35

In Germany, it is illegal to sell products without the green dot