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