Practice Test
Chapter 7:
Branding and Licensing
Practice Test
1.
Licensed merchandise can bear the logo or name of the licensor.
a.
TRUE
b.
FALSE
2.
Customers who are familiar with the original product are likely to trust a new product with that same brand name.
a.
TRUE
b.
FALSE
3.
The NBA is an example of a generic brand.
a.
TRUE
b.
FALSE
4.
Publicity is not often used as part of the promotional mix because it is expensive.
a.
TRUE
b.
FALSE
5.
Coupons are an example of a sales promotion.
a.
TRUE
b.
FALSE
6.
A branding strategy that combines one or more brands to increase customer loyalty and sales for each product is known as:
a.
brand equity
b.
generic branding
c.
customer loyalty
d.
co-branding
7.
What is the legal name of a company?
a.
brand name
b.
trade name
c.
licensed name
d.
trademark
8.
Agreeing to give a company the right to use another's brand name, patent, or other intellectual property in exchange for a royalty or fee is called:
a.
branding
b.
sponsoring
c.
licensing
d.
leasing
9.
A promotional agreement that financially supports sports events is:
a.
sponsorship
b.
branding
c.
licensing
d.
product tie-in
10.
What is a name, symbol, or word or words, or design that identifies an organization and its products?
a.
co-brand
b.
copyright
c.
trademark
d.
brand
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