Chapter 12 Branding Review

Which of the following brand elements is a tangible element?

• brand promise

• perception of brand image

• brand consistency

• brand name

Which of the following functions is not performed by product packaging?

• reinforces the brand image

• promotes competitive advantages

• protects the brand from theft

• verifies facts about the product

A word or phrase for one thing used in reference to something very different to suggest a similarity is a ____.

• jingle

• metaphor

• value

• tagline

The idea that a product or service will have the same characteristics and quality wherever you buy it is brand ____.

• promise

• consistency

• loyalty

• perception

A product that is owned by and created specifically for a large retailer is a ____ brand.

• private-label

• national

• manufacturer’s

• generic

The name given to a product, consisting of words, numbers, or letters that can be read and spoken, are the product’s ____.

• trade character

• logo

• slogan

• brand name

A company is considering the colors for the graphic design and packaging for its new line of lawn mowers. The marketers want to play up the dependability of these mowers including easy start-up and long life. Which of the following colors might be the best choice for the primary packaging color or design feature?

• blue

• red

• orange

• yellow

Which of the following statements about brands is not true?

• All goods, services, and businesses have a brand.

• Brands are created through both tangible and intangible elements.

• Brands are a result of everything a customer experiences about a product or company.

• All brands are equally effective in ensuring product success.

A product that consistently meets the needs and expectations of customers creates brand ____ because it creates a strong relationship between the customer and the brand.

• protection

• identity

• loyalty

• recognition

The symbol ® can be used only for products that ____.

• demonstrate social responsibility

• have been registered with the USPTO

• have passed into generic usage

• have been on the market for at least 7 years