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Exam 14: Branding and Packaging

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Question 61

True/False

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Competition between manufacturer brands and private distributor brands is becoming more intense in several major categories.

A) True
B) False

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verified

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Question 62

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Service marketers frequently use symbols in combination with brand names.

A) True
B) False

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Question 63

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A major advantage of using individual branding is that

Scenario 14.1 Use the following to answer the questions. The Pillsbury division of General Mills has promoted its baking products through its trade character, the Pillsbury Doughboy, since 1965. He appears in television commercials touting the quality, benefits, and features of the products Pillsbury sells. Each product in the Pillsbury line, such as crescent rolls, pizza dough, biscuits, and cinnamon rolls, includes the Pillsbury name on the package. In addition to the Pillsbury name, the Pillsbury Doughboy also appears on each package, although in different poses. On the Pillsbury website, the Pillsbury Doughboy character is animated and can be seen "dancing". He can be downloaded to your personal computer or used to create your own e-card. -Refer to Scenario 14.1. If Hanes, a manufacturer of t-shirts, were to begin producing a t-shirt with the trade character Pillsbury Doughboy on the front, this would be an example of

A firm may decide that all packages should be similar and include one major element of the same design. This approach to promote an overall company image is called

Scenario 14.2 Use the following to answer the questions. When Silk Soymilk began packaging its chocolate milk in single-serving sizes, the company chose drink boxes that did not need refrigeration. The boxes were only sold in shrink-wrapped sets of six. Single boxes were not available at grocery stores or convenience markets. Once the Silk chocolate product was selling well, they also began offering the Silk Soymilk vanilla flavor in the same type packaging. The Silk Soymilk brand, logo, and look of the boxes were the same as its larger half-gallon versions. The only difference in packaging style was the brown color for chocolate milk and the color white for vanilla. -Refer to Scenario 14.2. Silk Soymilk's strategy of packaging its single-serve boxes of chocolate milk to look like its half-gallon cartons is known as ___

All packaging must at a minimum

A brand name is the part of the brand that is spoken.

Melissa needs some spaghetti sauce and always buy Ragu. However, her local supermarket is out of Ragu and since Melissa wants to get home to cook dinner she settles for Prego. Melissa has brand ____ for Ragu and brand ____ for Prego.

In the packaging for a new line of beef jerky, Hormel should avoid the use of ____ in its packaging.

Why are brand names and brand marks important to the overall success of a product?

In the United States, toothpaste is sold in tubes and ketchup is sold in plastic bottles. However, in other parts of the world, ketchup and tomato paste are also sold in tubes. If Heinz were to introduce ketchup in tubes in the United States, consumers might have a more difficult time recognizing the ketchup product due to the change in the _____.

Discuss the issues marketers should consider when selecting a brand name. Give specific examples.

Brand names should be different from the company name to avoid confusion.

Distribution capabilities can increase as a result of co-branding, which is an advantage for participating partners.

When a product tries to capitalize on the brand equity of two separate brands, marketers are using

What steps should a marketer take to protect a brand name from use by others?

The crush-proof cylinder package for Pringle's potato chips is an example of innovative packaging.

Marketers must follow packaging technology and legislation to make modifications that ensure consumer safety.

The similar jar shapes for mayonnaise products are an example of category-consistent packaging.