Ch 14

Front 1

The part of a brand that can be spoken including letters, numbers, and words is the

Back 1

brand name.

Front 2

McDonald’s golden arches are a classic example of a

Back 2

brand mark.

Front 3

A trademark signifies

Back 3

that the owner has exclusive use of a brand and others are prohibited from using it.

Front 4

iPod is the ___________ of the MP3 player made by Apple, Inc.

Back 4

trade name

Front 5

Brand ___________ is a customer’s favorable attitude toward a specific brand and, depending on its strength, some likelihood of the consistent purchase of this brand.

Back 5

loyalty

Front 6

The weakest level of brand loyalty is brand

Back 6

recognition.

Front 7

Melissa needs some spaghetti sauce and always buy Ragu. However, her local supermarket is out of Ragu and since Melissa wants to get home to cook dinner she settles for Prego. Melissa has brand _____ for Ragu and brand _____ for Prego.

Back 7

preference; recognition

Front 8

Recently Jose went to a neighborhood grocery store to pick up a few items. When he looked for Old Spice Ultra deodorant, it was unavailable. Although there were a number of deodorant brands available, he did not buy any deodorant. Jose’s behavior indicates that he most likely has what level of brand loyalty toward Old Spice Ultra deodorant?

Back 8

Insistence

Front 9

Brand name awareness is an important element of brand equity because a familiar brand is more likely to be in a customer’s _____ than an unfamiliar brand.

Back 9

evoked set

Front 10

Which of the following products is an example of a manufacturer brand?

Back 10

Pioneer stereos

Front 11

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.

Back 11

private distributor

Front 12

Regarding the factors that marketers consider when selecting a brand name, which one does the toilet bowl sanitizer 2000 Flushes best fulfill?

Back 12

Indicating the product’s major benefits

Front 13

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

Back 13

ten

Front 14

R. J. Reynolds markets several brands of cigarettes, including Vantage, Camel, Winston, and Salem. This is an example of which type of branding policy?

Back 14

Individual

Front 15

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

Back 15

brand-extension

Front 16

Ford Explorer vehicles that are Eddie Bauer versions exemplify

Back 16

co-branding.

Front 17

Marvel Comics allowed various organizations to use its Spiderman and Incredible Hulk characters to market a wide variety of toys and clothing items. Marvel Comics received a percentage of the gross revenues. This is

Back 17

brand licensing.

Front 18

In marketing, family packaging means

Back 18

making all of a company’s or product line’s packaging look similar.

Front 19

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

Back 19

Informational