Quiz 14: Branding

A successful brand adds value to organizations through loyal customers and recognizable goods and services, both of which lead to more revenue for the firm.

Brand-loyal customers typically exhibit less sensitivity to price.

The phrase Finger Lickin' Good is a brand mark for Kentucky Fried Chicken (KFC).

Brand image is the unique set of associations target customers or stakeholders make with a brand.

A brand's message should be easy to remember and remind consumers about the product attributes they care about most.

Brand equity is the value derived from the sale of a product.

The BrandAsset Valuator suggests that brand equity is based on four dimensions: brand loyalty, brand image, brand marks, and brand message.

Brand equity facilitates a brand's expansion into new markets.

A consumer's ability to identify the brand under a variety of circumstances is referred to as brand recall.

Jack Daniel's, best known for its Tennessee whiskey, now has a barbeque sauce that uses the Jack Daniel's name. This is an example of a product extension.

Cannibalization occurs when existing products take sales away from new products the firm is trying to promote.

Rebranding is a strategy to recapture lost sources of brand equity and identify and establish new sources of brand equity.

Revitalization of a brand often begins with an investment in rebuilding trust with consumers.

Betty Crocker produces a boxed brownie mix that features Hershey's chocolate. This is an example of rebranding.

As an alternative to extending its brand through new product development, a firm can choose to increase its own brand equity by leveraging the equity of another brand using a co-branding strategy.

The benefit of co-branding is that if one of the brands involved receives negative publicity, it usually doesn't affect the other brand in any way.

Manufacturer brands are also referred to as store brands.

Both Walgreen's and CVS have developed their own versions of products such as allergy medication, pain relievers, and cold remedies. Each retailer developed the products and they are sold only in their own stores. These types of products are referred to as private label brands.

Private label brands are often positioned as a lower cost alternative to well-known manufacturer brands.

As a form of advertising, packaging does very little to promote the brand.

The best way for firms to manage a brand is to craft unique messages and deliver them through print media.

Among those who connect with brands through social media, more than half said they do so to receive discounts.

Men and women typically between 18 and 49 years old who reach a large number of potential consumers through social media are called social leaders.

A global brand is a brand that is marketed under the same name in multiple countries.

Branding is less critical for nonprofit organizations because they do not have to generate profits or satisfy customers' needs with products. A)copyright. B)trademark. C)trade name. D)label. E)brand.

Breanna's family has always owned Chevy vehicles and has been very happy with them. Now that Breanna is ready to buy her first vehicle she doesn't even want to look at other manufacturers because she feels that Chevy's are the best. Breanna is exhibiting brand A)loyalty. B)equity. C)exclusion. D)discrimination. E)recognition.

According to your text, why are brand loyal customers an important contributor to a firm's long-term success and profitability? A)Brand loyal customers typically don't use coupons to reduce the price of the product. B)Brand loyal customers write positive reviews of the firm. C)Brand loyal customers typically exhibit more price sensitivity. D)Brand loyal customers typically exhibit less price sensitivity. E)Brand loyal customers write negative reviews of the competition.

The degree to which customers can identify the brand under a variety of circumstances is referred to as brand A)awareness. B)marking. C)loyalty. D)equity. E)recognition.

A family traveling in their car is looking for a place to eat off the highway. One of the children in the car sees a sign up ahead with a big bell on it and exclaims, "Let's go to Taco Bell!" This is most likely an example of brand A)equity. B)recognition. C)preference. D)labeling. E)discrimination.

Shell gas stations use an image of a yellow and red seashell on its signs. In marketing terms, what does this represent for Shell? A)a patent B)a brand image C)an identifier D)a brand mark E)a brand feature

Brand marks are elements of a brand that can be expressed in all of the following ways except with A)symbols. B)designs. C)words. D)colors.

The unique set of associations target customers or stakeholders make with a brand is referred to as its brand A)value. B)recognition. C)image. D)equity. E)marking.

Throughout the brand's history, General Mills had portrayed champion athletes on its boxes of Wheaties cereal, along with the tagline "The Breakfast of Champions." This unique set of associations that consumers will make with the Wheaties brand is referred to as brand A)extension. B)loyalty. C)equity. D)marking. E)image.

The brand image that bears your name and that must be managed 24 hours a day, 7 days a week, 365 days a year, is referred to as your A)social brand. B)brand equity. C)unique brand. D)primary brand. E)personal brand.

In order to build a successful brand, companies should A)create brand messaging that changes frequently. B)create different brand images for any given product. C)monitor the competitive environment. D)ignore negative feedback regarding the brand. E)deliver a product that provides value.

What aspect of product development should firms try to achieve when developing a successful brand? A)The product should be unique to the marketplace in order to be competitive. B)The product should provide value to the customers that will be using it. C)The product should be aligned with a customer service department to handle complaints. D)The product should be able to be manufactured as quickly as possible. E)The product should be promotable through advertising and personal selling.

When building a successful brand, it is important that all of the marketing decisions, promotions, and employees reinforce the brand by providing a(n)________ experience in the minds of consumers. A)simplistic B)memorable C)impressive D)unique E)consistent

To be successful, brand messaging should A)be consistent and concise. B)strive to explain the product in detail. C)keep consumers guessing. D)be complex and varied. E)contain many different messages.

Which component of a successful brand allows firms to engage customers through online surveys and social media tools? A)create a consistent brand image B)deliver a quality product C)capture feedback D)evaluate competitor's products E)create consistent brand messaging

The value the firm derives from consumers' positive perception of its products is called brand A)relevance. B)equity. C)esteem. D)capture. E)profit.

Young and Rubicam, a global advertising agency, developed the BrandAsset Valuator, which suggests that brand equity is based on what four dimensions? A)relevance, recognition, image and esteem B)image, loyalty, messaging, and recognition C)loyalty, esteem, image, and recognition D)differentiation, relevance, esteem, and knowledge E)differentiation, recognition, knowledge, and image

The fact that a consumer who has tried and likes a product and therefore, is more likely to continue buying it regardless of outside influences exemplifies the fact that A)consumers are not that knowledgeable in evaluating alternative products. B)brand image is the main reason consumers continue to purchase a brand. C)advertising a brand is the surest way to ensure repeat purchasing. D)brand equity increases a firm's ability to succeed in a difficult competitive environment. E)consumers do not like change when it comes to buying products.

In order to facilitate a brand's expansion into new markets, it is most helpful to A)change the brand's image for each new market. B)deliver a different brand message for the new environment. C)reinvent the product for the new environment. D)have a high level of brand equity. E)advertise on only one platform.

When it comes to measuring brand equity, which type of research is particularly helpful in identifying the sources of brand equity and its role in consumer decisions? A)brand recall surveys B)brand recognition research C)quantitative research D)product development research E)qualitative research

What type of research involves asking consumers what comes to mind when they think about the brand? A)free thought B)aided recall C)unplanned response D)unaided recall E)free association

A marketer is trying to uncover the true opinions of a group of consumers, but they are unwilling to express themselves, so instead he asks them to compare his brand to an automobile, a country and a person. What technique is the marketer using? A)aided recall B)projective technique C)free association D)brand recall survey E)brand recognition

Which quantitative technique for measuring brand equity helps marketers understand which brands stand out in a consumer's memory and what the strength of his or her association is with the brand? A)projective technique B)brand recall survey C)aided recall D)free association E)brand recognition

In a brand recognition strategy, how can marketers tell if consumers are truly able to identify the brands they have seen and distinguish between those and brands that they have not been exposed to? A)They use decoys that consumers could not possibly have seen. B)They ask consumers what comes to mind when they think about the brand. C)They ask consumers questions about details of the brand. D)They ask consumers to compare the brand to a person, animal, or car. E)They repeat the technique several times.

The total amount a customer will spend from acquisition through the end of a relationship with a brand is referred to as A)customer acquisition cost. B)brand loyalty. C)customer lifetime value. D)brand equity. E)customer relevance.

The process of broadening the use of an organization's current brand to include new products is called A)co-branding. B)brand extension. C)brand revitalization. D)cannibalization. E)product extension.

When the makers of Reese's candy bars decided to manufacture Reese's peanut butter, it was an example of A)brand revitalization. B)a product extension. C)a brand extension. D)co-branding. E)cannibalization.

Cannibalization occurs when A)a brand has been mismanaged and must be revitalized in order remain a viable brand. B)new products take sales away from the firm's existing products rather than generating additional revenues. C)existing products have such a strong market share that new products fail to gain acceptance with consumers. D)two or more companies collude to set prices, forcing smaller brands to leave the marketplace. E)a firm develops a new product but does not allocate enough funds to promote the product successfully.

Quentin has a food truck in which he sells mainly burgers and fries. He decided to expand his product line to begin serving grilled chicken sandwiches as well. Quentin is noticing that his existing customers now order the chicken over the burgers, and his sales have not increased, in fact, they have decreased slightly. This is most likely due to A)poor marketing of the burger option. B)cannibalization. C)revitalization. D)low brand equity. E)differentiation.

Which statement is not true regarding a brand extension strategy? A)It is best to have high brand equity before pursuing a brand extension strategy. B)A brand extension strategy allows new products to profit from recognition the brand already enjoys. C)Brand extensions must be implemented with an eye towards avoiding cannibalization. D)Firms must make sure that the extension lives up to the quality consumers expect from the brand. E)A brand extension strategy is the same thing as a product extension strategy.

The strategy to recapture lost sources of brand equity and identify and establish new sources of brand equity is referred to as A)brand extension. B)brand recouping. C)brand marking. D)cannibalization. E)brand revitalization.

According to your text, brand revitalization often begins with A)redesigning the product. B)rebuilding trust with consumers. C)rebuilding trust with stockholders. D)revamping the company's promotional campaign. E)employee training and education.

Brand revitalization is also referred to as A)rebranding. B)recouping. C)co-branding. D)remaking. E)rebuilding.

A strategy in which two or more companies issue a single product in an effort to capitalize on the equity of each company's brand is called A)dual branding. B)partner branding. C)brand revitalization. D)co-branding. E)brand extension.

The makers of Tide laundry detergent partnered with the makers of Febreze air fresheners to come up with a new line of laundry detergent infused with Febreze scents. In turn, Febreze also came up with a new air freshener featuring Tide's original scent. This is an example of A)dual branding. B)brand revitalization. C)partner branding. D)co-branding. E)brand extension.

Co-branding involves A)two or more companies using the same supplier for its products. B)one company linking two of its brands. C)two companies issuing two different products but using the same name. D)two or more companies issuing a single product. E)one company issuing two different products but packaging them under different names.

Products developed by a retailer and sold only by that specific retailer are known as A)manufacturer brands. B)co-brands. C)generic brands. D)licensed brands. E)private label brands.

Private label brands are also referred to as A)generic brands. B)co-brands. C)manufacturer brands. D)store brands. E)licensed brands.

As a retailer, Walgreens has developed its own line of products with the brand name Nice! These products are sold exclusively in Walgreens stores and are an example of A)manufacturer brands. B)generic brands. C)private label brands. D)licensed brands. E)co-brands.

On the store shelf at Walmart, there are two types of mustard. French's, which is a ________ brand, and Walmart's Great Value, which is a ________ brand. A)manufacturer; private-label B)private label; manufacturer C)private-label; generic D)manufacturer; generic E)licensed; private label

For which product category do 40 percent of shoppers spend half their money on private label brands? A)cleaning products B)personal care products C)groceries D)medication E)clothing

The activities of designing and producing the container for a product are referred to as A)packaging. B)labeling. C)housing. D)sorting. E)containment.

As a marketing tool, packaging A)is not something that marketers are involved with. B)gives a product a chance to stand out among all the other choices on a store shelf. C)is not very important for communicating to the consumer. D)does little to help promote and reinforce brand image. E)is only crucial to a few products, since most products are heavily promoted in other ways.

Tiffany is well-known as a luxury brand of jewelry. The iconic Tiffany blue box, along with its blue jewelry bag, has been used for over 100 years. By communicating class and sophistication, Tiffany's packaging is an example of how packaging A)can mislead a customer. B)promotes a brand's image. C)contributes to low brand equity. D)takes away from a brand's image. E)can take the place of advertising.

Watch manufacturer Festina designed a diving watch called the Profundo. The quality promised by Festina in making the Profundo is that this watch stays waterproof. To back up its claim, the watch is sold in a transparent bag filled with distilled water, convincing customers of the watch's high quality. This most likely is an example of how packaging A)differs completely from advertising. B)reinforces the brand's image. C)upstages the brand's image. D)can turn off a customer through gimmicks. E)contributes to low brand equity.

All of the following could be considered ineffective packaging of your personal brand when preparing for an interview except A)typographical errors on your resume. B)showing up late to an interview. C)poor grammar in your e-mails. D)unprofessional attire for an interview. E)talking about your personal accomplishments.

According to your text, which marketer in today's world is most likely positioned for success? A)a marketer who connects with his or her audience through social media B)a marketer who is creative at crafting messages onto print ads C)a marketer who is creative at crafting messages onto digital materials D)a marketer who understands that the use of social media carries no risk E)a marketer who sticks to the traditional forms of advertising

According to recent data from the Nielsen research firm, 60 percent of consumers researching products through online sources learned about a specific brand or retailer from A)a search engine. B)the company webpage. C)a newspaper website. D)a social networking site. E)a product comparison website.

What move by marketers could potentially devalue a brand and the company's relationship with customers? A)"liking" or reposting positive word-of-mouth B)keeping a presence on more than one social media platform C)highlighting your brand's attributes over your competition D)continually offering discounts or specials E)using customers as brand advocates

When recommending products, which resource do social media users tend to trust the most? A)a company's website B)friends and family C)product review sites D)a company's Facebook page E)reviews posted on independent blogs

According to your text, men and women, typically between 18 and 49 years old, who reach a large number of potential consumers through social media are referred to as A)opinion leaders. B)product gurus. C)online persuaders. D)social networking stars. E)super influencers.

Which brand in 2018 was ranked as the most loved brand on social media by Millennials, in part because of the specials it offered to its most loyal customers? A)Macy's B)McDonalds C)Barnes and Noble D)Starbucks E)Subway

What could be the potential downside of continually offering discounts as a type of promotional strategy? A)It could cause the firm to have to repackage its product. B)It could potentially devalue the brand and its relationship with its customers. C)It could make consumers less interested in connecting with the brand. D)It could have the effect of overpricing the product. E)It could lower a firm's brand recognition.

When it comes to using social media to respond to customer complaints, research by Nielsen found that 42 percent of 18- to 34-year-olds expect customer support within ________ of a question or complaint. A)30 minutes B)1 hour C)8 hours D)12 hours E)24 hours

According to your text, social media can support the goal of building a successful brand in two main ways: by allowing the firm to develop deeper relationships with customers, and by A)allowing firms to build a customer database to use to promote other products. B)generating positive-word-of-mouth communication about the brand across social networks. C)allowing the firm to offer coupons and discounts to a larger number of customers. D)reducing the number of other promotional activities in which the firm must engage. E)having the ability to track the competition on social networks.

What social brand monitoring tool allows a firm to capture its brand across most social media sites by monitoring over 100 platforms, isolating relevant keywords and measuring the brand's impact online? A)Google Alerts B)Social Mention C)Twitter Search D)Hootsuite Impact E)UTM Parameters

What tool for monitoring a social brand allows a firm to set up alerts about your company, good, service or brand so that you're e-mailed whenever they appear online? A)UTM Parameters B)Google Alerts C)Hootsuite Impact D)Twitter Search E)Social Mention

Short text codes added to a URL to track important data about website visitors and traffic sources are called A)UTM parameters. B)URL extensions. C)SMS messages. D)URL alerts. E)social mentions.

Which statement regarding monitoring a social brand is true? A)Most social network monitoring sites only allow monitoring of one particular platform. B)The social monitoring tools currently available on the market are difficult to set up. C)There are not very many social monitoring tools currently on the market, and the ones that are available tend to be expensive. D)Firms that use social monitoring tools are better prepared to facilitate an ongoing dialogue with customers to strengthen brand loyalty over time. E)Unless a firm has a website or is selling its product in some sort of online format, there is no need to monitor social network activity.

The term that your text uses for a brand marketed under the same name in multiple countries is A)exported brand. B)multinational brand. C)worldwide brand. D)international brand. E)global brand.

According to 2018 rankings, what firm tops the list of the most valuable global brand? A)McDonald's B)Coca-Cola C)Facebook D)Toyota E)Apple

What company is the only one to rank in the top five most valuable global brands every year since 2000? A)McDonald's B)Coca-Cola C)Facebook D)Toyota E)Apple

When determining the top most valuable global brand in 2018, three criteria were used: (1)the financial performance of the branded product, (2)the ability of the brand to draw a premium price or significantly impact the company's profits, and (3)the A)length of time the product has been on the market. B)number of competitors competing against the product. C)role the brand plays in influencing consumers. D)role the brand plays in corporate philanthropy efforts. E)amount of money spent in order to promote the product.

Which is not a reason for the global strength of U.S. brands? A)There are few tariffs levied against U.S. brands imported into other countries. B)The Internet and the language associated with it are rooted in American brands and American imagery. C)American companies collectively benefit from the success of U.S. tech companies. D)The U.S. economy rebounded from the most recent financial crisis at a slightly faster pace than many European countries. E)Social networking sites have been important tools in promoting American brands internationally.

Research indicates that emerging middle-class consumers in developing countries desire brand names that sound A)British. B)American. C)German. D)French. E)Chinese.

According to your text, what is the biggest challenge in global branding? A)translating promotional materials into another language so that the meaning does not get lost B)adhering to the regulations of other countries when promoting the product C)coming up with different brand strategies for different countries D)staying easily recognizable at any location, while remaining compatible with local culture and traditions E)grouping nations with consumers that have similar tastes and brand preferences

Of all developed countries, the people living in ________ are the most brand and status conscious and are generally accepting of foreign brands. A)Japan B)France C)the United States D)Spain E)China

According to your text, what two facets of nonprofit organizations makes branding more critical for them as compared to for-profit organizations? A)limited funds and complex goals B)global presence and complex audiences C)complex audiences and limited funds D)complex goals and complex audiences E)limited staff and complex goals

According to your text, an effective nonprofit brand should be all of the following except A)unique. B)detailed and thought-provoking. C)pleasing to the eye and ear. D)reflective of the organization. E)easy to remember.

Nonprofit organizations need to use the value stakeholders associate with the organization to raise the funds and support required to accomplish its mission. It is easier for a nonprofit organization to do this if A)it is relatively unknown. B)it has high brand equity. C)its brand is similar to that of its competitors. D)it has low brand equity. E)it is relevant to only a small, focused group of consumers.

When it comes to measuring nonprofit brand equity, your text states that social media tools are particularly important for nonprofit marketers because they A)cost less than other promotional tools. B)work better than other promotional tools. C)don't have to be managed by a marketing staff. D)can be used to reach a global audience. E)are the easiest promotional tools to use.

Smith Soda Company is a soft drink company that has been around since the late 1970s. The nature of the soft drink market is highly competitive due to the number of competing options consumers have to choose from. What is the likely explanation for Smith Soda ability to endure competition for over 30 years? A)high brand profit. B)high brand esteem. C)high brand relevance. D)high brand equity. E)high brand capture.

Target stores offer a number of food items under the store's brand name Market Pantry. These food items are only sold at Target and are an example of a A)generic brand. B)co-brand. C)private label brand. D)manufacturer brand. E)licensed brand.

Big Ben watches are a premium timepiece made of superior Swiss technology. The current product manager wants to use a generic brown box to house the product in order to save money. How might this affect customers? A)the brown box will signal high quality to customers. B)the customers will develop a positive brand image C)customers will likely perceive the product to be of poor quality. D)customers will not recognize the product. E)customers will be unaffected

Lily's strong commitment to her favorite Italian restaurant, Amore, is evidenced by her repeated visits there. Lily's high commitment to this restaurant is most accurately described as brand A)loyalty. B)passion. C)recognition. D)image. E)equity.

When Clorox bleach came out with a line of toilet bowl cleaners, it was an example of a brand A)utility. B)extension. C)equity. D)identity. E)image.

Noreen just got hired to be in charge of all social media presence for a nationwide craft store. Her two ultimate goals for the store's social media presence (according to your text)should be building deeper customer relationships and A)generating positive word-of-mouth-communication. B)posting humorous and entertaining content. C)increasing the number of "likes" and retweets. D)responding to complaining customers. E)increase the number of followers.

If a car company is marketed under the same name across multiple countries, what type of branding is the company using? A)image branding B)domestic branding C)global branding D)family branding E)equity branding

Dominique has been eating Philadelphia cream cheese since she was a little girl. Now when she buys cream cheese for her family, she always buys Philadelphia cream cheese and wouldn't think of using anything else. When it comes to using cream cheese, Dominique is displaying brand ________.

The image of a red bull's-eye represents a brand ________ for Target stores.

A brand ________ signifies what the brand presently stands for in the minds of others.

One of the components of building a successful brand is the delivery of a quality product that ultimately delivers ________ to consumers.

When building a brand image, it is important that both the brand image and brand messaging be _________ so as not to confuse customers.

Since the real power of a brand exists in the minds of consumers, marketers must always capture and analyze customer feedback ________.

Brand ________ is the value the firm derives from consumers' positive perception of its products.

The four dimensions of the BrandAsset Valuator are differentiation, relevance, esteem, and ________.

The fact that consumers consider a piece of jewelry produced by Tiffany & Co. to be of the highest quality, even before they have seen it, correlates to the ________ dimension of the BrandAsset Valuator.

Asking consumers what comes to mind when they think about a brand is the principle behind ________ ________.

Research on brand ________ helps marketers understand which brands stand out in a consumer's memory and what the strength of his or her association is with the brand.

The total amount a customer will spend from acquisition through the end of a relationship with a brand is called ________ ________ ________.

When the makers of Mr. Clean liquid surface cleaner created the magic eraser cleaning pad, it was attempting to broaden its current brand with a new product. This strategy is called brand ________.

________ occurs when new products take sales away from the firm's existing products rather than generating additional revenues or profits through new sales.

Brand ________ often begins with an investment in rebuilding trust with consumers in order to recapture lost sources of brand equity.

Brand ________ is a strategy to recapture lost sources of brand equity, and identify and establish new sources of brand equity.

When Edy's ice cream launched new flavors containing Nestle Toll House cookie dough and Drumstick sundae cones, the companies were engaged in ________.

A strategy in which two or more companies issue a single product in an effort to capitalize on the equity of each company's brand is called ________.

Private label brands are also referred to as ________ brands.

________ brands are brands that are managed and owned by the manufacturer rather than a reseller.

In the absence of a promotional message, marketers can use a product's ________ to promote the product and help it stand out among the vast array of product choices faced by consumers.

________ is all of the activities of designing and producing the container for a product.

A company that uses elegant and sophisticated packaging to indicate a product's quality is using that packaging to promote its brand ________.

A marketer for a hydrating sports drink asks customers to post pictures of themselves at sporting events using the product. By encouraging customers to post their pictures on Instagram and Facebook, the marketer is using ________ ________ as a way to help brand the product.

When researching products, social media users tend to trust the recommendations of ________ or ________ to other sources of product information.

Super ________ can be described as men and women typically between 18 and 49 years old who reach a large number of potential consumers through social media.

Firms that constantly offer discounts and specials have the potential to ________ the brand and its relationship with its customers.

Regardless of what prompts consumers to follow and engage with a brand, marketers must closely ________ what is being said about their brands on social media.

________ ________ captures a firm's brand across most social media sites by monitoring over 100 platforms, isolating relevant keywords and measuring the brand's impact online.

A brand that is marketed under the same name in multiple countries is referred to as a ________ brand.

The most valuable global brand as of 2018 was ________.

Research indicates that emerging middle-class consumers in developing countries desire ________-sounding brand names.

By changing a product's ________ marketers can often appeal to local cultures.

Consumers located in ________ are the most brand conscious and status conscious of all developed countries, and are generally accepting of foreign brands.

For a nonprofit organization, its ________ has to help motivate donors, staff, volunteers, beneficiaries, and partners.

A nonprofit with high brand ________ can use the value stakeholders associate with the organization to raise the funds and support it needs to accomplish its mission.

________ ________ tools are particularly important for nonprofit marketers because of their low cost relative to other traditional brand-building media, such as television advertising.

You are a new company in the marketplace and want to establish a successful brand. Explain what companies need to do to in order to develop a successful brand.

What are the benefits to an organization of brand equity?

Describe the various brand strategies.

What are some ways that social media be used to get customers involved with brands?

Describe the four commonly used tools firms use to monitor their social media presence.

You presently operate a successful catering business, but feel that your business has reached its maximum sales and profit potential. You have a very strong brand that is recognized by most of the consumers in your area. How could you take advantage of this brand equity to capitalize on your catering business and seek out additional sales?

You own a candy bar company and are considering changing your packaging (candy wrapper or box)to be more environmentally friendly by using different (recycled or biodegradable)materials and less of those materials. This is a very socially responsible strategy on your part, but what functions of packaging must you not lose in this change?