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Several restaurant companies, including Long John Silver’s and KFC, have successfully joined forces to increase brand recognition, customer loyalty, and sales for all companies involved. Such arrangements between companies is called

• co-branding

• brand positioning.

• brand extension

• brand licensing

The nonprofit organization Sesame Workshop, which produces the Sesame Street television series, often gives permission to manufacturers such as Fisher Price and Build-A-Bear Workshop to use numerous Sesame Street characters on their products for a fee. This arrangement between Sesame Workshop and these companies is known as

• brand licensing.

• brand positioning.

• brand extension.

• co-branding.

Jeni’s Splendid Ice Creams added ice cream sandwiches to its highly successful ice cream brand. Such an addition to an existing brand is an example of

• brand extension.

• brand positioning.

• brand licensing

• co-branding

A clothing store wants its customers to know how it differs from other retailers in the area, so it highlights the benefits of shopping at its store to create its image. The store is engaging in

• brand positioning

• co-branding

• brand extension

• brand licensing

Before selecting a brand name for a new product, marketers should determine the acceptability of brand possibilities among different cultures. As part of this process, marketers should

• determine if the brand name would be culturally taboo where the product will be marketed.

• create URLs for the product in each of the countries where the product will be marketed.

• develop a different trade character for each of the countries where the product will be marketed.

• choose a different brand name for each country where the product will be marketed.

Determine which of the following is a true statement:

• Brand ideas may come from many sources, including company employees and customers.

• The last step in the initial branding process is determining brand objectives.

• Determining what URLs are available is necessary only when a product will be sold online.

• A trademark is a brand mark that has been made to seem lifelike.

When buying things like towels or toilet paper, Mike prefers to save money by buying plainly packaged products that receive little or no promotion, also known as

• generic items

• undersold items

• stealth brands

• private brands

Which of the following questions might be asked by a firm that is trying to decide whether to brand its products:

• Can the product be easily identified by a brand?

• How much total sales revenue will the product earn?

• Will Company B find out we are using its brand?

• Can we sell this product without a trademark?

Why do businesses want customers to demonstrate brand insistence for them?

• Customers will bypass other brands because they are brand loyal and will buy only the desired brand.

• Their touchpoints pretty much take care of themselves.

• Businesses will not have to market themselves.

• Research shows that customers will pick their brand in a double-blind test 95% of the time.

Elyza usually buys the same brand of chocolate, but if her favorite brand isn’t available, she’ll try another brand. Elyza demonstrates brand

• preference.

• recognition.

• mark.

• insistence.