Explain the difference between brand name and trademarks.
What will be an ideal response?
A brand name is the part of a brand that can be spoken-including letters, words, and numbers-such as 7UP or V8. A brand name is often a product's only distinguishing characteristic. Without the brand name, a firm could not differentiate its products. To consumers, a brand name is as fundamental as the product itself. Indeed, many brand names have become synonymous with the product, such as Scotch Tape, Xerox copiers, and FedEx delivery. Through promotional activities, the owners of these brand names try to protect them from being used as generic names for tape, photocopiers, and overnight shipping.A trademark is a legal designation indicating that the owner has exclusive use of a brand or a part of a brand and that others are prohibited by law from its use. To protect a brand name or brand mark in the United States, an organization must register it as a trademark with the U.S. Patent and Trademark Office.
You might also like to view...
________ refers to whether the manipulation of the independent variables or treatments actually caused the observed effects on the dependent variables
A) Internal validity B) Extraneous validity C) External validity D) Control validity E) Corollary group
Which of the following is a potential downside to using patriotic themes in marketing programs?
A) Consumers rarely respond to patriotic marketing messages in a favorable manner. B) A consumer's societal orientation has no visible impact on product consumption. C) Patriotism could be viewed as an attempt to cash in on the nation's emotions. D) Patriotic Americans may have less disposable income than reformers. E) Mass marketing has limited appeal among patriotic Millennials.
What selection criteria should be used for expatriate recruitment?
a) Personality test b) Cross cultural effectiveness c) Analytical skills d) All of the above
A stereo mail order center has 8,000 cubic feet available for storage of its private label loudspeakers
The ZAR3 speakers cost $295 each and require 4 cubic feet of space; the ZAR2ax speakers cost $110 each and require 3 cubic feet of space; and the ZAR4 model costs $58 and requires 1 cubic foot of space. The demand for the ZAR3 is at most 20 units per month. The wholesaler has $100,000 to spend on loudspeakers this month. Each ZAR3 contributes $105, each ZAR2ax contributes $50, and each ZAR4 contributes $28. The objective is to maximize total contribution. Formulate this problem as a linear program.