Question 1

Every product manufactured by the maker of Slim-Fast carries the Slim-Fast brand name.This company uses __________.

Accepted Answer

Slim-Fast uses family branding, as all products are marketed under the same brand name.

Question 2

When selecting a brand name,it should: (1)suggest product benefits; (2)be memorable,distinctive and positive; (3)__________; (4)have no legal or regulatory restrictions; and (5)be simple and emotional.

Accepted Answer

A brand name should fit the company or product image to ensure it aligns with the brand's identity and values, making it more effective in communicating the brand's message to consumers.

Question 3

When a company uses a product line extension,it

Accepted Answer

Product line extension involves introducing a new product with the current brand name to enter a new market segment in its product class. This helps the company to leverage the existing brand recognition and customer loyalty to expand its market share. Option A refers to brand extension, Option C is not related to product line extension, Option D refers to contract manufacturing, and Option E refers to brand stretching.

Question 4

Mattel has a contractual agreement to let Colgate use the Barbie name and image on kids' toothpaste and toothbrushes.Colgate pays Mattel a fee for the use of the Barbie name and image.This is an example of __________.

Accepted Answer

This is an example of brand licensing, where one company (Colgate) is paying to use the brand name and image of another company (Mattel) on their products.

Question 5

IKEA sells a portable workbench called the FAHRTFULL.The product has many positive features,and in German or Swedish markets,the name describes the product's features well (fahrt meaning travel).This brand name in the United States however,may not be as effective due to __________.

Accepted Answer

The name "FAHRTFULL" may not be as effective in the United States due to language and cultural differences. In German and Swedish markets, the word "fahrt" means travel, which accurately describes the portable workbench. However, in the United States, the word may be misinterpreted or sound humorous, which could affect the product's success.

Question 6

When selecting a brand name,it should: (1)__________; (2)be memorable,distinctive,and positive; (3)fit the company or product image; (4)have no legal or regulatory restrictions; and (5)be simple and emotional.

Accepted Answer

A brand name should suggest product benefits to help consumers understand what the product offers and to create a positive association with the brand.

Question 7

The Toro Company makes Toro snow blowers,Toro lawn mowers,Toro yard tools,and Toro sprinkler systems.The Toro Company uses a __________ branding strategy.

Accepted Answer

The Toro Company uses family branding because all of its products are sold under the same brand name "Toro," which is used to create a unified brand image for all of its products.

Question 8

Which of the following is a multiproduct branding strategy?

Accepted Answer

The answer of Which of the following is a multiproduct...

Question 9

Another name for multiproduct branding is __________.

Accepted Answer

Multiproduct branding is also known as family branding because it involves a single brand name being used for a range of related products. This allows for the brand name to have a strong reputation and recognition across different product categories.

Question 10

When selecting a brand name,it should: (1)suggest product benefits; (2)__________; (3)fit the company or product image; (4)have no legal or regulatory restrictions; and (5)be simple and emotional.

Accepted Answer

A brand name should be memorable, distinctive, and positive to effectively capture consumer attention and create a lasting impression.

Question 11

When selecting a brand name,it should: (1)suggest product benefits; (2)be memorable,distinctive and positive; (3)fit the company or product image; (4)__________; and (5)be simple and emotional.

Accepted Answer

The answer of When selecting a brand name,it should: (1)suggest...

Question 12

7Up is a lemon-lime carbonated soft drink that has been very successful in the U.S.Dr.Pepper/Seven Up,Inc.,the makers of 7Up,uses a family branding strategy to market 7Up worldwide.In Shanghai,China,sales have suffered since the brand name means "death through drinking." When picking a good band name,which criterion did Dr.Pepper/Seven Up,Inc.violate when it chose to use a family branding strategy to market 7Up in China?

Accepted Answer

Dr. Pepper/Seven Up, Inc. violated the criterion that the name should be memorable, distinctive, and positive by using a family branding strategy to market 7Up in China without considering the negative connotations of the brand name in the local language.

Question 13

Kellogg's changed the name of its Heartwise cereal to Fiberwise MOST LIKELY to __________.

Accepted Answer

The Food and Drug Administration has guidelines on the use of the word "heart" in food brand names, and Kellogg's may have changed the name from Heartwise to Fiberwise to comply with these guidelines.

Question 14

In 1984,IBM launched the "PCjr," its first low-priced,educational/home personal computer.Sales were poor because IBM most likely violated which criterion of picking a good brand name?

Accepted Answer

The answer of In 1984,IBM launched the "PCjr," its first...

Question 15

When selecting a brand name,it should suggest product benefits; be memorable,distinctive and positive; fit the company or product image; be simple and emotional; and __________.

Accepted Answer

A brand name should have no legal or regulatory restrictions to ensure it can be used without infringing on existing trademarks or violating laws.

Question 16

Kemps Dairy makes Life Savers Real Fruit Sherbet (with the flavors of a favorite childhood candy).Kemps Dairy had to pay Wrigley,the owner of the Life Savers brand name,a fee to market this concoction.This is most likely an example of __________.

Accepted Answer

Brand licensing is when one company allows another company to use its brand name, image or logo for a fee. In this case, Kemps Dairy is using the Life Savers brand name owned by Wrigley for their Real Fruit Sherbet product, and they had to pay a fee for it.

Question 17

When a company sells a new product with the current brand name to enter a new market segment in its product class,it is using __________.

Accepted Answer

Product line extension involves introducing a new product within the same brand to target a different market segment within the same product category.

Question 18

The Make a Wish Foundation brand name is especially effective because it __________.

Accepted Answer

The brand name "Make a Wish Foundation" suggests the service's benefits, which is to grant wishes to children with critical illnesses. It effectively communicates the purpose and mission of the organization, making it memorable and impactful.

Question 19

Which of the following products has the brand name that best suggests its benefit according to the five criteria for selecting a good brand name?

Accepted Answer

Match Light charcoal suggests a benefit related to its ease of use and convenience, as it is designed to light easily with just one match.

Question 20

Another name for multiproduct branding is __________.

Accepted Answer

The answer of Another name for multiproduct branding is __________.
...

Quiz 10: Managing Successful Products, Services, and Brands

Every product manufactured by the maker of Slim-Fast carries the Slim-Fast brand name.This company uses __________.

When selecting a brand name,it should: (1) suggest product benefits; (2) be memorable,distinctive and positive; (3) __________; (4) have no legal or regulatory restrictions; and (5) be simple and emotional.

When a company uses a product line extension,it

Mattel has a contractual agreement to let Colgate use the Barbie name and image on kids' toothpaste and toothbrushes.Colgate pays Mattel a fee for the use of the Barbie name and image.This is an example of __________.

IKEA sells a portable workbench called the FAHRTFULL.The product has many positive features,and in German or Swedish markets,the name describes the product's features well (fahrt meaning travel) .This brand name in the United States however,may not be as effective due to __________.

When selecting a brand name,it should: (1) __________; (2) be memorable,distinctive,and positive; (3) fit the company or product image; (4) have no legal or regulatory restrictions; and (5) be simple and emotional.

The Toro Company makes Toro snow blowers,Toro lawn mowers,Toro yard tools,and Toro sprinkler systems.The Toro Company uses a __________ branding strategy.

Which of the following is a multiproduct branding strategy?

Another name for multiproduct branding is __________.

When selecting a brand name,it should: (1) suggest product benefits; (2) __________; (3) fit the company or product image; (4) have no legal or regulatory restrictions; and (5) be simple and emotional.

When selecting a brand name,it should: (1) suggest product benefits; (2) be memorable,distinctive and positive; (3) fit the company or product image; (4) __________; and (5) be simple and emotional.

Kellogg's changed the name of its Heartwise cereal to Fiberwise MOST LIKELY to __________.

In 1984,IBM launched the "PCjr," its first low-priced,educational/home personal computer.Sales were poor because IBM most likely violated which criterion of picking a good brand name?

When selecting a brand name,it should suggest product benefits; be memorable,distinctive and positive; fit the company or product image; be simple and emotional; and __________.

Kemps Dairy makes Life Savers Real Fruit Sherbet (with the flavors of a favorite childhood candy) .Kemps Dairy had to pay Wrigley,the owner of the Life Savers brand name,a fee to market this concoction.This is most likely an example of __________.

When a company sells a new product with the current brand name to enter a new market segment in its product class,it is using __________.

The Make a Wish Foundation brand name is especially effective because it __________.

Which of the following products has the brand name that best suggests its benefit according to the five criteria for selecting a good brand name?

Another name for multiproduct branding is __________.