MM51 - 2.01 Branding

Which is an example of a trade name

• Ford mustang

• Ford

• Diet coke

• 501 jeans

An effective brand name should always be

• short and memorable

• related to other brands

• multiple syllables and flashy

• unrelated to product features

Can any brand name be selected and used by a business?

• Yes, a business can use any name it wants to

• No, the name must be registered before it can be used

• No, the name must be legally available for

• Yes, the brand names cannot be owned by a business

What is the primary reason that businesses use brands?

• to identify their products

• to charge high prices

• reduce expenses

• increase materialism

Why do businesses want customer to demonstrate brand insistence for them?

• their touch points pretty much take care of themselves

• businesses will not have to market themselves

• research shows that customers will pick their brand in a double-blind test 95% of the time

• customers will bypass other brands because they are loyal and will buy only the desired brand

A clothing store wants its customers to know how it differs from other retailers in the area, so it highlights the benefits of shopping at its store to create its image. The store is engaging in

• brand extension

• co-branding

• brand positioning

• brand licensing

Several restaurant companies, including Long John Silver's and KFC, have successfully joined forces to increase recognition, customer loyalty, and sales for the companies. This is an example of

• brand licensing

• co-branding

• brand extension

• brand positioning

The Keebler Elves, Ronald McDonald, and Mr. Peanut are examples of 

• product brands

• trade characters

• trade names

• private brands

When buying things like towels or toilet paper, Mike prefers to save money by buying plainly packaged products that receive little or no promotion. These products are referred to as a generic brand...

• private brand

• individual brand

• brand positioning

• family brand

Jeni’s Ice Creams added ice cream sandwiches to its highly successful ice cream brand. Such an addition to an existing brand is an example of

• brand extension

• brand licensing

• co-branding

• brand loyalty