SEM Unit 4

A brand is a device that legally identifies ownership of a registered brand or tradename.

• True

• False

The licensor is the company or individual paying for the rights to use an organization’s name, logo or property.

• True

• False

Licensed products do not provide a business with opportunities to make a profit.

• True

• False

Licensed goods are available in retail department stores, chain stores, league-sponsored retail outlets, and on the Internet.

• True

• False

Co-branding describes the process of updating or creating a new name, term, symbol, design, or a combination thereof for an established brand with the intention of developing a differentiated (new) position in the mind of stakeholders and competitors.

• True

• False

Warner Brothers granting permission to Electronic Arts to use the Harry Potter character for the development of a new video game is an example of the licensor / licensee relationship

• True

• False

The National Football League (NFL) would be considered a licensor.

• True

• False

“Every season starts at Dick’s” is an example of a trademark.

• True

• False

If a customer buys many different brands of products they are demonstrating brand loyalty.

• True

• False

Disney has less brand equity than most companies.

• True

• False