Author Question: What steps should a marketer take to protect a brand name from use by ... (Read 69 times)

james9437 · **on:** Jun 29, 2018

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.

tmlewis4706 · **Reply #1 on:** Jun 29, 2018

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