BE Unit 5 5.03/04 Test

A logo is a brand’s   

• Promise

• Identifying Mark

• personality

• catchphrase

Brand promise connects to customers on a

•   intellectual

•   social

• logical

• emotional

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

• slogans.

• logos.

• promises.

• touch points.

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.

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.

 Brand promise helps to increase brand awareness and brand

• loyalty.

• personality. value.

•  character.

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.

When a customer sees a news story on television about a certain company or brand, it’s an

• brand promise.

•  advertisement.

•   touch point.

• slogan.

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

• Advertising

•  Interaction with a salesperson

•   Installation

• Shipping/Delivery

 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