brand promise

briefly describe the following categories of touch points before doing business:

a business wants its touch points to increase brand awareness, shape customers' expectations of the brand promise, and show them the benefits they'll receive by initiating a relationship with the company.

how does a brand differ from a logo?

a logo is a symbol or design that is associated with the brand. a brand is everything that the mark represents.

slogan

a memorable phrase used to advertise it's product or brand

how does a brand promise differ from a slogan?

a slogan is a memorable phrase used to advertise a product or brand. a brand promise isn't stated in words and most people won't be able to tell you what it is.

logo

a symbol or design associated with a brand

brand

all the combined impressions and experiences associated with a particular company, good or service

what is a brand?

all the combined impressions and experiences associated with a particular company, good, or service.

touch point

any interaction between a business and a customer or a potential customer.

what is a touch point?

any interaction between a business and a customer or potential customer.

publicity

any nonpersonal presentation of ideas, goods, or services that is not paid for by the company or individual that benefits from or is harmed by it

advertisement

any paid form of nonpersonal presentation of ideas, goods or services

credible

believable

brand loyalty

customers' allegiance to a particular brand

authentic

genuine; sincere; not fake

briefly describe the following categories of touch points after the sale

gives a business the opportunity to truly deliver on its brand promise. Providing excellent customer service after a sale is one of the best ways to exceed customer expectations and strengthen brand loyalty.

why is brand promise important?

it allows a company to differentiate itself from its competitors. It also helps a company create more brand awareness and brand loyalty.

word-of-mouth marketing

promotion and publicity for a business provided by customers who tell others of their satisfaction with the business

list the steps involved in identifying and carrying out your business's brand promise.

step 1 - understand the benefit(s) your brand provides to its target customers. step 2 - understand what makes your brand stand out from the competition. step 3 - understand the values and beliefs your brand represents. step 4 - identify brand promise. step 5 - incorporate brand promise into all of your daily activities.

what factors influence the way a business carries out its brand promise?

the business itself, the business environment, corporate culture, and employees

brand awareness

the extent to which customers or potential customers are familiar with a brand

branding

the ongoing decision making process about the use of brands

brand personality

the projection of a brand that encompasses its values and emotional connections with consumers

what is a brand promise?

the specific benefit that the customers can expect from using the good/service and interacting with the company.

brand promise

the specific benefits that customers can expect from using the good/service and interacting with the company

briefly describe the following categories of touch points while doing business

the time for the business to maximize its efforts at delivering brand promise. Every touch point a customer experiences should reinforce that s/he is making the right decision by choosing this particular brand.

organizational culture

the values and ideals that an organization encourages among its employees; also called corporate culture

corporate culture

the values and ideals that an organization encourages among its employees; also called organizational structure