L-19-BRANDING,
LABELLING AND PACKAGING
A. One Word OR One Line Questions
Q. 1. What is branding?
Ans. Branding refers to giving a
distinct identity to the product on the basis of specific name, symbol, design,
logo etc.
Q. 2. Write any two
qualities of a good brand.
Ans. (i) Attractive (ii) Simplicity
and brevity.
Q. 3. What is single brand
product strategy?
Ans. Under this strategy, a company
uses a single brand for all the products sold by it.
Q. 4. What is co-branding?
Ans. Under this strategy, two or more
than two famous brand names are jointly used on any product.
Q. 5. What is family brand name?
Ans. It is such a brand under which
company gives only one specific brand name collectively to all the products
related to a specific category.
Q. 6. Define labelling.
Ans. Labelling refers to the process
of pasting such a label on the product which provides detailed information to
the consumer.
Q. 7. What is packaging?
Ans. Packaging refers to the
designing and then using a specific container or any other such medium for the
packing of the product.
Q. 8. Name levels of types
of packaging.
Ans. Primary package, secondary
package, transportation package.
B.
Fill in the Blanks
1. Industrial products are used as inputs in producing other
products.
2. Packaging acts as a 'silent salesman' as it induces customers
to buy the product.
3. Grade label helps to classify the products with same
characteristics into different groups.
4. The sale of the product rises
rapidly in the growth stage.
5. Consumer products result in the satisfaction of the wants of
the consumers.
C.
True or False
1. A brand is such a name associated
with the product which provides specific identity to the product. True
2. A label offers detailed
information about product and seller. True
3. Brand label is a combination of
various types of labels. False
4. A legally protected brand is known
as a trademark. True
D.
MCQ
1. A cardboard box
consisting of 10 packets of 1 kg sugar is an example of:
(a) Transportation
packaging (b)
Secondary packaging
(c) Primary packaging (d) None of these.
Ans. (a) Transportation packaging
2. Which of the following
is not a stage of product life cycle?
(a) Introduction stage (b) Diversification
stage
(c) Growth stage (d) Decline
stage.
Ans. (b) Diversification stage
3. Which of the following
is not an industrial product?
(a) Materials and parts (b) Capital
items
(c) Speciality products (d) Supplies
and business services.
Ans. (b) Capital items
4. Which one of the
following is not a type of brand name?
(a) Umbrella brand name (b) Family
brand name
(c) Speciality brand name (d) None of these.
Ans. (c) Speciality brand name
5. What is the advantage of
branding to the customer?
(a) Status symbol (b)
Easy identification of the product
(c) Both (a) and (b) (d)
None of these.
Ans. (c) Both (a) and (b)
Two
Marks Questions:
Q. 1. Define product.
Ans. Product refers to any such good
or service which is offered for sale in the market for the satisfaction of a want.
It is offered to attract the attention, to achieve some specific objectives,
for some specific use or for consumption.
Q. 2. Define branding.
Ans. Branding refers to giving a
distinct identity to the product on the basis of specific name, symbol, design,
logo etc. or on the basis of a combination of all these. As a consequence of
it, the product of a producer gets a specific identity in the market.
Q. 3. What is co-brading?
Ans. Under this strategy, two or more
than two famous brand names are jointly used on any product. In such a
situation, the sponsors of each brand name expect that joining the other brand
name will benefit them.
Q. 4. Define labelling.
Ans. Labelling refers to the process
of pasting such a label on the product which provides detailed information to
the consumer about the product and producer.
Q. 5. Explain packaging.
Ans. Packaging refers to the
designing and then using a specific container or any other such medium for the
packing of the product. By using the packing medium designed under the process
of packaging, efforts are made to deliver the products safely to the consumers.
Four
Marks Questions:
Q. 1. Write any four
various stages of product life cycle.
Ans. 1. Introduction Stage: In this stage, the producer
introduces the new product in the market. It is always difficult to sell a new
product in the market. So, in the context of sale of any new product,
introduction stage persists for a long period of time.
2.
Growth Stage: After the beginning of the sale of
the product in the first stage, the sale of the product begins to increase
rapidly in this stage. The main reason of this is that old customers purchase
the product again and again and many new customers also begin to purchase.
3.
Maturity Stage: In this stage, the position of the
product in the market becomes strong. A large number of buyers become regular
users of the product and hence the producer gets huge profit. But, many
substitutes of the product also come into existence.
4.
Saturation Stage: In this stage, there is intense
competition in the market. As many substitutes of the product are available in
the market, the sale of the product begins to decline from its highest level. As
a result, the market share begins to contract
Q. 2. Describe the
qualities of a good brand name.
Ans. 1. Simplicity and Brevity: Brand name should be
simple and brief it should be easy to speak and write. It should also be easy
to identify and remember it. For example: Sony, Rin, Lipton, Vim, Tata, LG etc.
2.
Attractive: A brand name should be attractive.
It should be attractive and appealing in watching and listening For example:
Rasna, Amul, Surf, Kit—Kat, Five Star etc.
3.
Originality and Distinctiveness: Good brand name should be original
and distinct. If this is so, then it is easy to identify it. For example:
Liril, Sony, Reliance, Maruti etc.
4.
Ease in Packaging and Labelling: Brand name should be such that there
is ease in packaging and labelling. There should be no problem in packaging and
labelling due to brand name or its symbol.
Q. 3. Write any four kinds
of label.
Ans. 1. Brand Label: It is such a label which only
shows the brand name of the product. For example: label of brand name of Sony
on electronic products.
2.
Grade Label: Sometimes a specific label is used
to assign the grades to the products on the basis of the quality. Such a label
is known as grade label. For example: a label showing one, two, three, four or
five stars to show electricity consumption by the AC.
3.
Descriptive/Illustrative Label: Such a label which provides basic
information to the consumers about the product, is known as descriptive or
illustrative label.
4.
Informative Label: Such a label which provides detailed
information about the product is known as informative label
Q. 4. Write any four
functions of labelling.
Ans. 1. Information about Product: Generally, a label
provides detailed information about the product. This information proves highly
useful for the consumers. On the basis of this information, the consumers can
easily choose an appropriate product required by them
2.
Identification of Product: The label of any product also helps
in the identification of that product. On the basis of label, a specific
product can be easily identified out of all the given products.
3.
Helpful in Product Promotion: Label also helps to promote the
product in the market. It helps in the advertisement and publicity of the brand
name. This enhances the sales of the product.
4.
Grading of Products: Label also helps to grade the
products on the basis of quality or on any other specific basis. For example:
the label of stars showing the consumption of electricity by an AC.
Q. 5. Write any four
functions of packaging.
Ans. 1. Protection of the Product: Primary function of
packaging is to protect the product during storage, distribution and
transportation. A good packaging protects the product from decay,
contamination, wear and tear, negative effects of the environment, theft,
insects and many other such perils.
2.
Identification of the Product: Various products are packaged in
packs of different colours, sizes and designs etc. Consequently, it becomes
easy to identify the products. Several companies adopt distinct packaging to
provide a distinct identify to their products.
3.
Sales Promotion: A product packaged in an attractive
and appropriate pack, attracts the consumers. Good packaging is also a
guarantee of quality of the product. Hence, good packaging also helps in the
sales promotion.
4.
Proper Use of the Product: Packaging results in proper use of
the product if a product is packaged in various packs of appropriate sizes, it
not only provides security to the product, rather the consumer can also make
proper use of the product as per his needs.
