MRKT 317 Chapter 13: Brand Dilution
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Questions and Answers

Brand dilution occurs when:

  • Customers see the fit between products sharing the same brand name.
  • New brands compete with existing brands.
  • Brand names seem too old-fashioned or familiar.
  • There are too few products and product categories.
  • Brands are overextended and customer perceptions about the core brand are adversely affected. (correct)

    • Brand dilution occurs when the brand extension adversely affects consumer perceptions about the attributes the core brand is believed to hold.

    True

    What does brand dilution refer to?

    A situation where the brand's reputation and value have been harmed.

    What is the result of brand dilution?

    <p>Positive brand associations being weakened or negative brand associations that have been added.</p> Signup and view all the answers

    Provide an example of brand dilution.

    <p>Krispy Kreme's 'KKK Wednesday' for their Krispy Kreme Klub meeting in 2015.</p> Signup and view all the answers

    How can brand dilution be detected?

    <ul> <li>Negative change in consumer brand perceptions and beliefs.</li> <li>Decrease in overall attitude, preference, and purchase intentions.</li> <li>Decrease in brand sales, market share, and stock valuation.</li> </ul> Signup and view all the answers

    Brand dilution can be long-term or short-term in nature.

    <p>True</p> Signup and view all the answers

    What are some sources of brand dilution?

    <p>Trademark infringement, brand crisis, marketing mix decisions, brand leveraging, social media.</p> Signup and view all the answers

    What is a trademark?

    <p>Any word, slogan, or symbol that identifies the source of your good/service; can be a sound, color, or smell.</p> Signup and view all the answers

    A trademark is a brand for a good or service.

    <p>True</p> Signup and view all the answers

    Anything that distinguishes your brand can be trademarked.

    <p>True</p> Signup and view all the answers

    A servicemark is the same as a trademark except that it identifies the source of a service rather than a product.

    <p>True</p> Signup and view all the answers

    What is a patent?

    <p>(n.) Exclusive rights over an invention; copyright; protects inventions.</p> Signup and view all the answers

    What is a copyright?

    <p>The legal and exclusive right to copy or reproduce intellectual property and benefit from its use; protects original literary works.</p> Signup and view all the answers

    What does intellectual property include?

    <p>Copyrights, trademarks, patents.</p> Signup and view all the answers

    What is the difference between domain name registration and trademark registration?

    <p>Domain name registration = essentially securing a web address; trademark registration = securing your site where you offer goods/services.</p> Signup and view all the answers

    What is the difference between a business name and a trademark?

    <p>Business name = just means you have jurisdiction to do business in a particular area; trademark = brand for goods/services.</p> Signup and view all the answers

    Levels of a part of the 'strengths of mark' are categorized as fanciful, arbitrary, suggestive, descriptive, and generic.

    <p>True</p> Signup and view all the answers

    What is trademark infringement?

    <p>Unauthorized use of another's mark.</p> Signup and view all the answers

    Brand names, logos, colors, and package design are types of trademarks that identify brands.

    <p>True</p> Signup and view all the answers

    What does the Trademark Act of 1946 (Lanham Act) state regarding trademark infringement?

    <p>The test for trademark infringement is whether the use of the trademark by others is likely to cause confusion, mistake, or deceive with regard to the original trademark.</p> Signup and view all the answers

    What does the Trademark Dilution Revision Act of 2006 protect against?

    <p>Blurring of trademarks and tarnishment of trademarks.</p> Signup and view all the answers

    What are counterfeit products related to trademark infringement?

    <p>Copies of authentic products that infringe upon the trademarks.</p> Signup and view all the answers

    What are private label 'look-alikes' in trademark infringement?

    <p>Imitate trademarks (shape, package design, color, typeface).</p> Signup and view all the answers

    What is cybersquatting?

    <p>Registering or using a domain name with the intent to profit from another's trademark.</p> Signup and view all the answers

    Study Notes

    Brand Dilution

    • Brand dilution occurs when brand extensions harm consumer perceptions of the core brand's attributes.
    • It signifies damage to a brand's reputation and value.
    • Resulting from weakened positive associations or the addition of negative associations.
    • Example: Krispy Kreme's "KKK Wednesday" incident exemplifies brand dilution.
    • Can be detected through negative changes in consumer perceptions, declining purchase intentions, and reduced sales or market share.
    • May manifest in both short-term and long-term impacts.

    Sources of Brand Dilution

    • Key sources include trademark infringement, brand crises, marketing mix decisions, brand leveraging, and social media influences.

    Trademark Fundamentals

    • A trademark is any word, slogan, or symbol identifying the source of goods or services, which can also include sounds, colors, and smells.
    • A servicemark serves a similar purpose but identifies the source of services instead of goods.

    Intellectual Property

    • Intellectual property encompasses copyrights, trademarks, and patents.
    • A patent grants exclusive rights over inventions, while copyright protects original literary works.

    Registration Differences

    • Domain name registration secures a web address, while trademark registration protects the commercial use of goods and services under that mark.
    • A business name allows jurisdiction to operate but does not confer trademark rights; a trademark specifically relates to brand identifiers for products and services.

    Strengths of a Trademark

    • Levels of trademark strength range from fanciful (easy to protect, invented words) to generic (common and unprotectable terms).
    • Examples include "Microsoft" (fanciful), "Apple" (arbitrary), and "creamy" for yogurt (descriptive).

    Trademark Infringement

    • Trademark infringement involves unauthorized use of another's mark, which can lead to confusion or deception regarding the original trademark.
    • Counterfeit goods constitute about 5% of global trade, amounting to $1.77 trillion.
    • Other forms of infringement may include private label look-alikes (imitating design/trademark) and cybersquatting (registering domain names to profit).

    Trademark Protection

    • The Trademark Dilution Revision Act of 2006 addresses two key issues: blurring (whittling away brand associations) and tarnishment (adding negative associations).

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    Description

    Explore the concept of brand dilution as presented in MRKT 317 Chapter 13. This quiz covers definitions and implications of brand dilution, alongside trademark and patent insights from USPTO video materials. Test your understanding of how brands can be adversely affected and the importance of maintaining a distinct brand identity.

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