BA 303 COMPREHENSIVE UPDATED QUESTIONS
AND ANSWERS SURE A+
✔✔Branding allows for - ✔✔-Identification of marketer's product
-Customer familiarization
-Quality Standardization
-Efficiencies between customers and marketers
-Launch of new products
✔✔Brand Name - ✔✔Part of the brand that can be spoken or written (numbers, letters,
words)
✔✔Brand Mark - ✔✔Part of the brand developed as a symbol or shape that is
recognized to represent the product.
-NOT legally protected
✔✔Trademark - ✔✔Symbol or shape that has been legally protected
Ex) The Penn State Logo
✔✔Brand Extension Decision - ✔✔Accepting a completely new product because it has
a reliable brand attached to it
, -Ex) Sony with computers
✔✔Purposes of Branding - ✔✔Identification of a product, familiarization, influences
quality standard, creates efficiency, helps launch new products
✔✔Brand Equity - ✔✔Value that is created through the recognition of established brand
names
✔✔Master Brand - ✔✔A brand that becomes so dominant that people think of the brand
and product as the same thing
- Ex) Search engines and Google, Kleenex and tissues
✔✔Branding Decisions (generic) - ✔✔- Generically: No brand identification
✔✔Private Brand (generic) - ✔✔Controlled by a middleman, owned by a wholesaler or
retailer
-Ex) Costco owns Kirkland
✔✔Individual (generic) - ✔✔Individual, family, or a combination
✔✔Branding Decisions (Whit Brand) - ✔✔With Brand: Manufacturers brand (whoever
produces the product)
- Individual, family, or a combination
✔✔Packaging offers: - ✔✔-Protection: perishable products
-Promotion: re-engineering packing to increase sales
-Identification: Bright colors, appealing appearance
-Information: Labels, warnings, nutritional info
-Innovation: Boxed water, PEZ dispenser, Grey Goose Bottle
-Usage: Packing determines usage
✔✔Primary Package - ✔✔Immediate wrapper or container that surrounds the product
✔✔Secondary Package - ✔✔Contains and protects the primary package
✔✔Shipping Package - ✔✔Container used for transportation and storage functions
AND ANSWERS SURE A+
✔✔Branding allows for - ✔✔-Identification of marketer's product
-Customer familiarization
-Quality Standardization
-Efficiencies between customers and marketers
-Launch of new products
✔✔Brand Name - ✔✔Part of the brand that can be spoken or written (numbers, letters,
words)
✔✔Brand Mark - ✔✔Part of the brand developed as a symbol or shape that is
recognized to represent the product.
-NOT legally protected
✔✔Trademark - ✔✔Symbol or shape that has been legally protected
Ex) The Penn State Logo
✔✔Brand Extension Decision - ✔✔Accepting a completely new product because it has
a reliable brand attached to it
, -Ex) Sony with computers
✔✔Purposes of Branding - ✔✔Identification of a product, familiarization, influences
quality standard, creates efficiency, helps launch new products
✔✔Brand Equity - ✔✔Value that is created through the recognition of established brand
names
✔✔Master Brand - ✔✔A brand that becomes so dominant that people think of the brand
and product as the same thing
- Ex) Search engines and Google, Kleenex and tissues
✔✔Branding Decisions (generic) - ✔✔- Generically: No brand identification
✔✔Private Brand (generic) - ✔✔Controlled by a middleman, owned by a wholesaler or
retailer
-Ex) Costco owns Kirkland
✔✔Individual (generic) - ✔✔Individual, family, or a combination
✔✔Branding Decisions (Whit Brand) - ✔✔With Brand: Manufacturers brand (whoever
produces the product)
- Individual, family, or a combination
✔✔Packaging offers: - ✔✔-Protection: perishable products
-Promotion: re-engineering packing to increase sales
-Identification: Bright colors, appealing appearance
-Information: Labels, warnings, nutritional info
-Innovation: Boxed water, PEZ dispenser, Grey Goose Bottle
-Usage: Packing determines usage
✔✔Primary Package - ✔✔Immediate wrapper or container that surrounds the product
✔✔Secondary Package - ✔✔Contains and protects the primary package
✔✔Shipping Package - ✔✔Container used for transportation and storage functions
