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Across 4. Statement indicating the liability of the manufacturer for product defects or deficiencies. 5. generic 8. packaging benefits- created in consumers mind; shape, color, and graphics 10. Stage 4 in PCL- sales drop 12. stages a new product goes through in the marketplace 13. the commercial, legal name under which the company does business 14. product-Change product position from original position 16. packaging benefits- label info it conveys; directions, where and how to use product... 18. branding costs lower (with advantages and risk) Use one brand name for the firm’s multiple products 20. Characteristics of a good??? Suggest product benefits Be memorable, distinctive and positive Fit company or product image Have no legal or regulatory restrictions U.S. Patent and Trademark Office Be simple Be emotional Have favorable phonetic and semantic associations in other languages 22. roles of the ....(brand) manager to modify product, mod. market, reposition product 24. warranty-written statements of liabilities 25. prevents false advertising, regulates use of trademarks, rights to marks, 26. (private labeling or reseller branding) Sell products under brand name of wholesaler or retailer as their ‘house’ brand (typically produces higher profits for manufacturers and resellers … 1/5 brands purchased at US supermarkets are private brands)

Down 1. a contractual agreement whereby one company (licensor) allows its brand name(s) or trademark(s) to be used with products or services offered by another company (licensee) for a royalty or fee. 2. modification-Find new customers & Create and promote new uses of product Create new use situations 3. warranty -assign responsibility for product deficiencies to the manufacturer 6. stage 1 in PLC-when a product is introduced to the TM 7. set of human (or animal) characteristics associated with the brand: rugged, romantic, sophisticated, traditional, etc. 9. the added value a brand gives a buyer beyond the functional value of the brand. 11. branding costs higher Giving each of the firm’s product a separate and distinct name – sometimes by price lines such as used by hotels; tool companies; clothing manufacturers; etc. 15. stage 2 in PLC-rapid increase in sales, competitors appear 17. packaging benefits- providing storage, convenience, or protection 19. modification-Altering one or more characteristics as needed & Add new characteristics 21. stage 3 in PCL- slowing of total industry sales or PCR, competitors begin to leave mkt 23. Sell some products of production run under own company name and some under reseller bran name