Business Names & Slogan Business Names & Slogan 4 — Questions and Answers
Question 1: Which beverage company has used the slogan "Open Happiness"?
- Coca-Cola (Correct answer)
- Pepsi
- Dr Pepper
- Sprite
Correct answer: Coca-Cola
Coca-Cola ran the global "Open Happiness" campaign from 2009 to 2015.
Question 2: A descriptive business name like "Fast Plumbing Repair" can gain trademark protection mainly by acquiring what?
- Secondary meaning through consumer recognition (Correct answer)
- A patent on the plumbing methods
- A copyright on the name
- A federal EIN number
Correct answer: Secondary meaning through consumer recognition
Descriptive names are only protectable once consumers come to associate the name specifically with one company, known as secondary meaning.
Question 3: "The Ultimate Driving Machine" is the slogan of which automaker?
- BMW (Correct answer)
- Mercedes-Benz
- Audi
- Porsche
Correct answer: BMW
BMW adopted "The Ultimate Driving Machine" in the US in the 1970s to position its cars around driving performance.
Question 4: When naming a business for international markets, why is linguistic screening important?
- A name may have negative or embarrassing meanings in other languages (Correct answer)
- Foreign countries require English names
- Translation automatically voids trademarks
- Longer names are illegal abroad
Correct answer: A name may have negative or embarrassing meanings in other languages
Linguistic screening catches names that translate into offensive or unintended meanings in target markets before launch.
Question 5: Which brand told customers to "Have It Your Way"?
- Burger King (Correct answer)
- Subway
- Taco Bell
- McDonald's
Correct answer: Burger King
Burger King launched "Have It Your Way" in 1974 to emphasize made-to-order customization.
Question 6: What does the ® symbol next to a business name or slogan indicate?
- The mark is federally registered with the USPTO (Correct answer)
- The company is publicly traded
- The name is copyrighted
- The business is licensed in all 50 states
Correct answer: The mark is federally registered with the USPTO
The ® symbol may only be used after a trademark has been officially registered with the USPTO, unlike ™ which needs no registration.
Question 7: "Snap, Crackle, Pop" is a phrase long associated with which cereal brand?
- Rice Krispies (Correct answer)
- Frosted Flakes
- Cheerios
- Corn Flakes
Correct answer: Rice Krispies
Kellogg's Rice Krispies adopted "Snap, Crackle, Pop" from the sound the cereal makes in milk, with three elf mascots of the same names.
Business Names & Slogan Business Names & Slogan 4
Which beverage company has used the slogan "Open Happiness"?