Business Names & Slogan Business Names & Slogan 3 — Questions and Answers
Question 1: The slogan "Because You're Worth It" is associated with which brand?
- L'Oréal (Correct answer)
- Maybelline
- Revlon
- CoverGirl
Correct answer: L'Oréal
L'Oréal introduced "Because You're Worth It" in 1971 as one of the first slogans centered on the consumer's self-worth.
Question 2: What is a key risk of choosing a business name that is too similar to an existing competitor's name?
- Trademark infringement claims and forced rebranding (Correct answer)
- Higher payroll taxes
- Loss of limited liability status
- Automatic denial of a business bank account
Correct answer: Trademark infringement claims and forced rebranding
A confusingly similar name can trigger trademark infringement lawsuits, which may force a costly rebrand and damages.
Question 3: "Melts in Your Mouth, Not in Your Hands" is the classic slogan of which candy brand?
- M&M's (Correct answer)
- Hershey's
- Skittles
- Reese's
Correct answer: M&M's
Mars introduced the slogan for M&M's in 1954, highlighting the candy's hard sugar shell.
Question 4: In branding, what is a "tagline" primarily designed to do?
- Summarize the brand's promise in a short memorable phrase (Correct answer)
- List the company's full product catalog
- Serve as the company's legal name
- Replace the need for a logo
Correct answer: Summarize the brand's promise in a short memorable phrase
A tagline condenses the brand's core promise or positioning into a brief, memorable phrase used across marketing.
Question 5: Which car rental company built its brand on the slogan "We Try Harder"?
- Avis (Correct answer)
- Hertz
- Enterprise
- Budget
Correct answer: Avis
Avis launched "We Try Harder" in 1962, famously turning its number-two market position into a selling point.
Question 6: Before choosing a business name in the US, which database should you search to check for federal trademark conflicts?
- The USPTO trademark database (TESS) (Correct answer)
- The IRS EIN registry
- The SEC EDGAR system
- The local county property records
Correct answer: The USPTO trademark database (TESS)
The USPTO's trademark search system lets you check whether a name is already federally registered or pending for similar goods or services.
Question 7: "Finger Lickin' Good" is the long-running slogan of which restaurant chain?
- KFC (Correct answer)
- Popeyes
- Chick-fil-A
- Church's Chicken
Correct answer: KFC
KFC used "Finger Lickin' Good" for decades, dating back to the 1950s, to emphasize the taste of its fried chicken.
Business Names & Slogan Business Names & Slogan 3
The slogan "Because You're Worth It" is associated with which brand?