Business Management - Brand Promise

Before Touch Points

* Advertisements (TV, radio, Internet, newspaper, magazine, billboards, flyers, direct mail, etc.) * Publicity (unsponsored mentions of the brand or business in the news) * Word-of-mouth marketing (what other customers are saying)

During Touch Points

*Engagement with salespeople and other employees *Interaction with the company's website *The physical aspects of the business (location, facilities, cleanliness, overall atmosphere, etc.) *The delivery of a service (e.g., haircut, oil change, medical check-up) *A good itself (appearance, packaging, ease of use, etc.)

After Touch Points

*Shipping/Delivery *Installation *Follow-up *Customer loyalty programs *Customer satisfaction surveys *Warranties/Rebates *Dealing with problems or complaints

Factors that affect the way the brand is carried out:

*The brand itself *The business environment *Corporate culture *Employees

Benefits of Brand Promise

*allows a company to stand out from its competition * helps a company to create more brand awareness and brand loyalty *provides a common goal for employees

Emotional

A brand promise connects to customers on an ________________ level.

Logo

A brand's identifying mark.

Brand promise

A business's (typically unspoken) agreement with customers that it will provide them with a unique benefit and consistently meet their expectations. It is usually not stated in words, but connects to the customers on an emotional level.

Slogan

A phrase that is easy to remember. "Just do it"

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.

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

Brand loyalty

Customers' allegiance to a particular brand. This is likely to increase when customers feel the brand shares their values and beliefs.

Ask your manager or supervisor

The easiest way to learn your company's brand promise is to....

Brand awareness

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

Employees

The most important factor in carrying out brand promise is __________________.

Brand personality

The projection of a brand that encompasses its values and emotional connections with consumers. Examples: Fun, Health-conscious, Youthful, Environmentally friendly.

Corporate culture

The values and ideals that an organization encourages among its employees; also called organizational culture. Affects how the brand promise is carried out.

Reinforce that the customer is making the right decision.

Touch points are used during the sale to....?