Share the Promise: Identifying Brand Promise

The importance of a company’s brand promise is:

• It defines what customers can expect from the company.

• It increases the company’s production costs.

• It limits the company’s ability to innovate.

• It only affects the company’s logo design.

Demonstrate how to identify a company’s brand promise.

• By analyzing the company’s mission statement and customer communications

• By reviewing the company’s financial reports

• By examining the company’s supply chain

• By looking at the company’s office locations

What is a brand promise?

• A brand promise is the combined impressions and experiences associated with a particular company, good, or service, which customers learn through their experiences with the company over time.

• A brand promise is a legal contract between a company and its customers outlining product guarantees.

• A brand promise is the official logo and slogan used by a company to market its products.

• A brand promise is the financial value assigned to a company's brand on its balance sheet.

Which of the following is NOT listed as one of today's most popular and recognizable brands?

• Apple

• Disney

• Nike

• Starbucks

Starbucks is one of today’s most recognizable brands.

• True

• False

What is a logo?

• A memorable phrase used to advertise a product or brand

• A symbol or design that is associated with a brand

• The specific benefit that customers can expect from using a good/service

• A type of product packaging

What is a brand promise?

• A) A symbol or design that is associated with a brand

• B) The specific benefit that customers can expect from using the good/service and interacting with the company

• C) A memorable phrase used to advertise a product or brand

• D) The name of a company

What is a slogan?

• A) A symbol or design that is associated with a brand

• B) The specific benefit that customers can expect from using the good/service

• C) A memorable phrase used to advertise a product or brand

• D) The name of a company

Fill in the blank: A brand is much more than just its identifying mark. It’s everything that the mark _____

• represents

• creates

• sells

• destroys

A brand promise is the same thing as a slogan.

• True

• False