This topic contains a solution. Click here to go to the answer

Author Question: What steps should a marketer take to protect a brand name from use by ... (Read 59 times)

james9437

  • Hero Member
  • *****
  • Posts: 568
What steps should a marketer take to protect a brand name from use by others?

Question 2

Which of the following statements about nonprice competition is false?
 A) Companies that use nonprice competition do not need to keep track of their competitor's prices.
  B) A company must be able to distinguish its brand through some unique feature in order to successfully engage in nonprice competition.
  C) A firm using nonprice competition can build loyalty to both its company and its products.
  D) When using nonprice competition, a company should promote the distinguishing characteristics of its brand.
  E) Buyers must view the distinguishing characteristics of a product offered through nonprice competition as being important.



Related Topics

Need homework help now?

Ask unlimited questions for free

Ask a Question
Marked as best answer by a Subject Expert

tmlewis4706

  • Sr. Member
  • ****
  • Posts: 295
Answer to Question 1

A marketer should design a brand so that it can be protected easily through registration. To protect its exclusive rights to a brand, a company must ensure that the brand is not likely to be considered an infringement on any brand already registered with the U.S. Patent and Trademark Office.
A marketer should guard against allowing a brand name to become a generic term used to refer to a general product category. Generic terms cannot be protected as exclusive brand names. For example, aspirin, escalator, and shredded wheat-all brand names at one time-eventually were declared generic terms that refer to product classes. Thus, they could no longer be protected. To keep a brand name from becoming a generic term, the firm should spell the name with a capital letter and use it as an adjective to modify the name of the general product class, as in Kool-Aid Brand Soft Drink Mix. Including the word brand just after the brand name is also helpful. An organization can deal with this problem directly by advertising that its brand is a trademark and should not be used generically. The firm also can indicate that the brand is a registered trademark by using the registered symbol.

Answer to Question 2

A




james9437

  • Member
  • Posts: 568
Reply 2 on: Jun 29, 2018
Excellent


brbarasa

  • Member
  • Posts: 308
Reply 3 on: Yesterday
Wow, this really help

 

Did you know?

Multiple sclerosis is a condition wherein the body's nervous system is weakened by an autoimmune reaction that attacks the myelin sheaths of neurons.

Did you know?

The Centers for Disease Control and Prevention (CDC) was originally known as the Communicable Disease Center, which was formed to fight malaria. It was originally headquartered in Atlanta, Georgia, since the Southern states faced the worst threat from malaria.

Did you know?

Most strokes are caused when blood clots move to a blood vessel in the brain and block blood flow to that area. Thrombolytic therapy can be used to dissolve the clot quickly. If given within 3 hours of the first stroke symptoms, this therapy can help limit stroke damage and disability.

Did you know?

There used to be a metric calendar, as well as metric clocks. The metric calendar, or "French Republican Calendar" divided the year into 12 months, but each month was divided into three 10-day weeks. Each day had 10 decimal hours. Each hour had 100 decimal minutes. Due to lack of popularity, the metric clocks and calendars were ended in 1795, three years after they had been first marketed.

Did you know?

Today, nearly 8 out of 10 pregnant women living with HIV (about 1.1 million), receive antiretrovirals.

For a complete list of videos, visit our video library