BM 3.07 Brand Promise

A logo is a brand’s

• identifying mark

• catchphrase

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

• intellectual

• emotional

“I’m lovin’ it” is one of McDonald’s famous brand

• slogan

• touch points

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

• It decreases brand awareness.

• It is not usually stated in words.

Which of the following is a benefit of brand promise:

•  

  It allows the company to stand out from the competition.

• It attracts employees to the company.

Brand promise helps to increase brand awareness and brand

• personality

• loyalty

How does brand promise affect employees?

• It gives them a common goal.

• It creates their job descriptions.

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

• touch point

• advertisement

Which of the following is considered a pre-sale touch point:

• advertising

• shipping/delivery

During-the-sale touch points should be designed to

• resolve any problems the customer has with the product.

• Reinforce that the customer is making the right buying decision.