The Power of Brand Names
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1. What single event encouraged the use of trade marks?
A. The industrial revolution
B. The Trademark Act of 1905
C. The election of Teddy Roosevelt as President
D. The growth of advertising

2. How do consumers develop the subliminal impulses produced by brand names?
A. Through consumer advertising
B. By word-of-mouth
C. Comments from acquaintances
D. All of the above

3. Is it desirable for a brand name to become a generic term for that type of product?
A. It is considered to be hazardous to the manufacturer
B. It doesn't matter
C. It is an advantage because it indicates the strength
of the brand name

4. Do consumers expect branded products to be more expensive?
A. Yes
B. No
C. They don't know, one way or the other

5. Why are consumers willing to pay more for branded products?
A. They like the prestige that comes with the brand name
B. They expect branded products to be of higher value
C. They want the snob appeal for branded products

6. What is the value of using celebrities or athletes for branded products?
A. Snob appeal
B. People are more apt to read the ad
C. Consumers believe the product will have the same
attributes as the celebrity or athlete

7. Is it considered to be a good thing when consumers recognize a branded product by its logo or slogan?
A. Yes
B. No
C. It really doesn't matter whether they recognize
it or not

8. Brand names in the past have had the greatest impact on lenses or frames?
A. Lenses
B. Frames
C. Both were impacted the same

9. What frame started the trend for brand name frames?
A. Browline
B. Madame Schiaparelli
C. Harlequin
D. Ray-Ban goggle

10. What year was the frame in Question 9 introduced?
A. 1937
B. 1940
C. 1955
D. 1970

11. Which of the following were early lens brand names?
A. Polaroid lenses
B. Ray-Ban lenses
C. Transitions lenses
D. A. & B.

12. What is the major advantage of a brand name to the patient?
A. It prepares them to spend more money
B. They are used to seeing brand names in most other
products
C. The brand name provides them with a point of
reference regarding the quality of the frame or lens

13. How do brand names help patients?
A. Brand names convey value
B. Brand names build loyalty and pride
C. Brand names instill trust
D. All of the above

14. Why were branded lenses slower to develop?
A. Patients tend to rely on the doctor to choose lenses
B. Patients faced fewer choices with lenses than
with frames
C. Lenses were too expensive
D. A. and B.

15. What is the logic of offering lenses carrying a well-known non-optical brand name?
A. Patients recognize the name
B. Patients assume the lens will have the same quality
and value as the non-optical product
C. Patients are provided added comfort from a
well-known name
D. All of the above