KLEPNER CHAPTER 21

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  1. What are the 10 components of a brand
    • Name
    • TM
    • Tagline
    • Logo
    • Comm Vehicles
    • Imagery
    • Typograph
    • Design
    • Color
    • Messages
  2. A___ is any device or word that I.D's the origin of a product; it may be embodied in a logo, a form of distinctive lettering or design
    Trade Mark
  3. What are the 5 forms of trade mark
    • Dictionary words
    • Coined words
    • Personal names
    • Geo names
    • Initial and Numbers
  4. A firm certifies that a user of its identifying device is doing so properly
    Certification mark
  5. Name used in the sale of services of a firm and distinguish them from other
    Certification mark
  6. Approaches to using Packaging as a marketing tool

    6 steps
    • 1. Product and function
    • 2. Marketing channels
    • 3. Prospects
    • 4. Promo and advertising
    • 5. Relationships
    • 6. consumer use of product
  7. What are the 4 steps to package design
    • Recognition
    • Imagery
    • Structure
    • behavior
  8. What are the 6 components in selecting a brand name
    • Should differentiate the product
    • Describe the product
    • compatible
    • memorable and easy
    • short simple speakable
    • unique
  9. What is an example of a Coined words
    • Google
    • Fed Ex
  10. A Trademark or trade name embodied in the form of a distinctive lettering or design. Famous Example Coca-cola
    logotype or logo
  11. Another name for Trademark
    brand name
  12. Reebok is an example of what
    Trade name
  13. Kraft is an example of what
    House mark
Author:
2game4u
ID:
140474
Card Set:
KLEPNER CHAPTER 21
Updated:
2012-03-08 06:38:08
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KLEPNER CHAPTER 21
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KLEPNER CHAPTER 21
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