Brand Brand World

1.           Kellogg’s Froot Loops, General Mills’ Chex, and Post Honey Bunches of Oats are all examples of         

• a.  product brands.

• b. trade characters.

• c. brand marks.

• d. generic items.

   

2.           Which of the following is an example of a trade name:

• a.  Ford Mustang

• b.  Diet Coke

• c. Ford

• d. 501 Jeans

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

• a. product brands

• b. trade names.

• c. trade characters

• d. private brands

              4.  Which of the following is an advantage of family branding:

• a. New products are easier to introduce.

• b. New products are not tied to company image.

• c. Sellers need less shelf space.

• d. Unrelated products are recognizable.

              5.           A disadvantage of individual brands is that they may

• a.           contaminate each other.

• b. be associated with one-of-a-kind benefits.

• c.           prevent companies from reaching different markets.

• d. require more promotion.

              6.           Whenever possible, an effective brand name should always be

• a.           short and memorable.

• b.           multiple syllables and flashy.

• c. related to other brands.

• d. unrelated to product features.

7.           Determine which of the following is a true statement:

• a. The more common the brand name, the better it is.

• b. A good brand name creates an appealing image.

• c. Long brand names are more graphically pleasing.

• d.    Brand names belonging to other firms are available free.

8.           Why should a brand name be distinctive?

• a. So that it gives the product a generic image

• b. So that it can be used in multinational marketing

• c. So that it can easily be changed over time

• d. So that it sets the product apart from other products

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

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

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

• c. No, the name must be legally available for use.

• d. Yes, brand names cannot be owned by a business.

10.         Which of the following is a primary reason that businesses use brands:

• a.           To identify their products

• b.           To charge high prices

• c. To increase materialism

• d.           To reduce expenses