SEMI 4.02 Online Review

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

• product brands

• trade characters

• brand marks

• generic items

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

• Ford Mustang

• Diet Coke

• Ford

• 501 Jeans

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

• product brands

• trade names

• trade characters

• private brands

Which of the following is an advantage of family branding:

• New products are easier to introduce

• New products are not tied to company image

• Sellers need less shelf space

• Unrelated products are recognizable

A disadvantage of individual brands is that they may

• contaminate each other

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

• prevent companies from reaching different markets

• require more promotion

Whenever possible, an effective brand name should always be

• short and memorable

• multiple syllables and flashy

• related to other brands

• unrelated to product features

Determine which of the following is a true statement

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

• A good brand name creates an appealing image

• Long brand names are more graphically pleasing

• Brand names belonging to other firms are available for free

Why should a brand name be distinctive?

• So that it gives the product a generic image

• So that it can be used in multinational marketing

• So that it can easily be changed over time

• So that it sets the product apart from other products

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

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

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

• No, the name must be legally available for use

• Yes, brand names cannot be owned by a business

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

• To identify their products

• To charge high prices

• To increase materialism

• To reduce expenses