Business Management 1 3.07

A logo is a brand’s

• promise

• identifying mark

• personality

• catchphrase

Which of the following is a true statement about brand promise:

• It is explained solely through advertising

• It decreases brand awareness

• It is not usually stated in words

• It is the same thing as brand logo

How does brand promise affect employees?

• It creates their job descriptions

• It gives them a common goal

• It increases their bonuses

• It creates additional pressure on their jobs

During-the-sale touch points should be designed to

• get the customer’s attention

• resolve any problems the customer has with the product

• show the customer what benefits the brand offers

• reinforce that the customer is making the right buying decision

A certain electronics brand portrays the characteristics of youth, energy, and hopefulness. This is an example of

• business environment

• corporate culture

• brand promise

• brand personality

The benefit that a brand promises to its target customers must be

• important to them

• tangible

• of monetary value

• approved by the government

You can recognize a true brand promise if it

• is authentic and credible

• is tied to features and product specifications

• relates to just the business’s marketing activities

• demonstrates the similarities between the brand and its competitors

Brand promise connects to customers on a(n) __________ level.

• intellectual

• social

• logical

• emotional

Which of the following is a benefit of brand promise:

• It increases the company’s market share

• It attracts employees to the company

• It allows the company to pay higher salaries

• It allows the company to stand out from the competition

When a customer sees a news story on television about a certain company or brand, it’s an example of a(n)

• brand promise

• advertisement

• touch point

• slogan