Chapter Questions
What is the difference between a brand and a brand name? Compare and contrast a brand mark and a trademark.
How does branding benefit consumers and marketers?
What are the three major degrees of brand loyalty?
What is brand equity? Identify and explain the major elements of brand equity.
Compare and contrast manufacturer brands, private distributor brands, and generic brands.
Identify the factors a marketer should consider in selecting a brand name.
The brand name Xerox is sometimes used generically to refer to photocopiers, and Kleenex is used to refer to facial tissues. How can the manufacturers protect their brand names, and why would they want to do so?
What is co-branding? What major issues should be considered when using co-branding?
What are the major advantages and disadvantages of brand licensing?
Describe the functions a package can perform. Which function is most important? Why?
What are the main factors a marketer should consider when developing a package?
In what ways can packaging be used as a strategic tool?
What are the major criticisms of packaging?
What are the major functions of labeling?
In what ways do regulations and legislation affect labeling?