Merrill Lynch’s bull logo cannot be considered a part of the product’s trade dress.

Controlling demand for a new product through the skimming strategy could save a company from dissatisfied customers by matching supply to the demand.

Institutional advertising is limited to advertising sponsored by a specific profit-seeking group.

Once consumers have used a product, seen it advertised, or noticed it in a store, it moves from the unknown to the known category, which increases the probability that they will purchase it.

Brand extension is the strategy of developing individual offerings that appeal to different market segments while remaining closely related to the existing product line.

A family brand is a single brand name that identifies several related products.

A discount house offers fewer services to its customers.

Advertising via mobile apps helps marketers gain access to users’ personal data.

Private labels typically provide better profit margins than captive brands.

In the case of convenience stores, customers usually compare prices, assortments, and quality levels at competing outlets before making purchase decisions.