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Date	May 2018	Marks available	1	Reference code	18M.1.HL.TZ0.31
Level	HL	Paper	1	Time zone	no time zone
Command term		Question number	31	Adapted from	N/A

Question

A trademark can be:

I. A letter or word

II. A sound

III. A picture

A. I and II

B. II and III

C. I and III

D. I, II and III

Markscheme

C, D

Examiners report

[N/A]

Syllabus sections

Topic 9: Innovation and markets » 9.5 Branding

19M.1.HL.TZ0.29:
Converse Chuck Taylor All-Stars are the best selling sneaker of all time and its design has remained largely unchanged.

In the 1960s, over 90 % of basketball players were wearing Converse Chuck Taylor All-Stars and in more recent times the shoe has gained popularity in pop culture and fashion through their portrayal in film, art and music culture.

Which aspects of the Converse Chuck Taylor brand has ensured its ongoing success?

I. A strong user-centred design (UCD)

II. Appeal to different market segments

III. Brand loyalty

A. I and II

B. I and III

C. II and III

D. I, II and III
18N.1.HL.TZ0.30: What is an advantage to the consumer of buying the products of a reputable brand? A....
21N.3.HL.TZ0.3c:
Outline one reason why registered designs are used to protect intellectual property (IP).
17N.1.HL.TZ0.29: Brand identity can be changed to appeal to different market segments by considering which of...
20N.3.HL.TZ0.3d:
Explain how Tony’s Chocolonely have developed a brand identity for the chocolate bar to support their mission.

Topic 9: Innovation and markets