SEMII 3.06

A logo is a brand’s __________.

• promise.

• identifying mark.

• personality.

• catchphrase.

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

• intellectual

• social

• logical

• emotional

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

• slogans.

• touch points.

• advertisements.

• logos.

• promises.

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 example of a(n)

• brand promise.

• advertisement.

• touch point.

• slogan.

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

• Advertising

• Interaction with a salesperson

• Shipping/Delivery

• Installation

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.