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Exam 14: Branding and Packaging

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Question 41

Multiple Choice

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

A) descriptive
B) fanciful
C) generic
D) symbolic
E) suggestive

Correct Answer

verified

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Question 42

Multiple Choice

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The talking gecko used by Geico Insurance facilitates the development of

A) brand associations.
B) brand quality.
C) product preference.
D) brand loyalty.
E) product equity.

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Question 43

Multiple Choice

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

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

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

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

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

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)

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

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.

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

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

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.

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

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

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

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

Multiple packaging interferes with handling and storage of products.

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

Apple Computer is an example of a manufacturer brand.