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The proposed marketing strategy for Skinner Baking 108 assumes that consumers will initially ignore the product because they do not recognize the brand name, reflecting which level of brand familiarity? Multiple Choice brand rejection brand recognition brand preference brand insistence brand nonrecognition Branding, whether in the business-to-business or bysiness-to-consumer arena, is critical to product identification and long-term profitability. Building brand recognition, preference, and insistence requires that the brand be easily and clearly identifiable in the marketplace. Carefully chosen brand names and brand marks help customers connect with the benefits offered by a brand. In this exercise, please read the mini-case and answer the questions that follow. The Skinner family has been in the food production business since 1911. Operating as the Skinner Macaroni Company, brothers Lloyd M. and Paul F. Skinner introduced two breakfast cereals to the nation, Raisin Bran and Raisin Wheat, as well as Cheesroni, one of the first macaroni and cheese products. In 1979, Skinner Macaroni was acquired by Hershey Foods Corporation. At that time, Skinner Macaroni Company was the sixth largest pasta producer in the United States. Four years later, the next generation of the Skinner family launched the James Skinner Baking Company specializing in authentic coffeecakes, muffins, Danishes, and cinnamon rolls. Founded in 1983 by Lloyd E. Skinner and James G. Skinner, the James Skinner Baking Company has carved a niche in supplying quality baked goods to supermarkets and grocery stores. Shortly after the purchase and renaming of the company in 1983, Skinner's primary customer ceased operations, forcing the company to seek other business opportunities. That search resulted in a change of focus and the launch of a co-pack partnership with other large bakery operations. Skinner has now grown into one of the country's largest private label bakeries. According to Inc. Magazine, Skinner Baking Company is ready to launch a coffeecake line under the Skinner Baking 108 label. Which condition for avorable branding will likely be easiest for Skinner Baking Company to achieve? Multiple Choice consumer familiarity with trademark easy for consumers to identify by brand maintaining product quality availability of favorable shelf locations in stores As Skinner Baking Company reviews new potential brand names, which of the following criteria would NOT be an important consideration? Multiple Choice adaptable to any advertising medium easy to recognize and remember has multiple pronunciations suggestive of product benefit easy to spell and read What appears to be the most significant concern of the sales staff regarding Skinner Baking Company's introduction of a new branded line of products? Multiple Choice developing brand equity current customer loss developing a family brand trademark infringement selecting a good brand name In the "battle of the brands," Skinner Baking Company represents the and their current customers (supermarkets) represent the. Multiple Choice manufacturers; dealers manufacturers; producers dealers; sellers wholesalers; producers dealers; manufacturers Skinner has now grown into one of the country's largest private label bakeries. According to Inc. Magazine, revenues grew from $39.3 million in 2005 to over $58.1 million in 2008 , representing a 48 percent increase. Furthermore, the company is ranked \#97 in the Food and Beverage category of the Inc. Magazine top 100 . As a private label manufacturer. Skinner's products are usually sold without the Skinner label to grocery chains who then add their own store labeling. The practice is common in many industries, but particularly popular in the specialty grocery category. Grocery stores using such branding policies can often earn higher margins by using private label manufacturers and then branding the product with the store label. Furthermore, stores like Kroger avoid the direct labor and equipment expenses involved in producing products, yet still reap the benefits of being able to offer quality products to customers. Recently, however, Jim Skinner has been considering modifying the way that his company does business. Specifically, Jim is considering labeling his product lines under the Skinner Baking brand name. Specifically. the brand name "Skinner Baking 108" has been proposed as a brand name to refer to the 108 layers of dough in a traditional pastry. Arguably, branding can increase the identity and potentially the visibility of the company's products. At the same time, the sales staff are concerned that introducing a branded product could jeopardize the core private label business of selling no-name Danish and crumb cakes to supermarkets. The primary unanswered question facing Skinner Baking centers on supermarket response. Will supermarkets adopt the new brand or will they move their orders to another unbranded supplier? kinner Baking Company is ready to launch a coffeecake line under the Skinner Baking 108 label. Which condition for ivorable branding will likely be easiest for Skinner Baking Company to achieve