Marketing Essentials

Chapter 31: Branding, Packaging, and Labeling

Self-Checks

1
What is a brand name?
A)A slogan
B)A headline
C)A trade name
D)A product brand
2
What is the difference between a brand mark and a trade character?
A)A trade character is a specific type of brand mark
B)A brand mark is a specific kind of trade character
C)A brand name is a national brand whereas a trade character is a private distributor brand
D)A trade name
3
What is a private distributor brand?
A)A brand not sold in any store
B)A brand developed and owned by wholesalers and retailers
C)A national brand
D)A generic brand
4
What is co-branding?
A)A strategy that combines two or more brands in one product
B)A strategy that diminishes the product mix of a company
C)A strategy that offers many different brands in one store
D)A strategy that allows a manufacturer to offer the same product under different brand names and brand types
5
What is mixed bundling?
A)A blisterpack
B)The practice of packaging different products together
C)A package that includes a descriptive label
D)Two or more generic brands sold together
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