Brand Promise

Question 1

Brand

Answer 1

the name, term, sign, or design or a combination of these, that identifies the maker or seller of a product or service

Question 2

Brand Equity

Answer 2

the differential effect
knowing the brand name has on customer response to the product or its marketing
power derived from the goodwill and name recognition
earned over time
results in higher sales volumes and market share vs a competitive brand

Question 3

Brand image

Answer 3

image a brand WISHES it had

Question 4

Brand value

Answer 4

the total financial value of a brand

Question 5

Brand Intangibles

Answer 5

made of all personal associations we make with a brand

• Reputation
• Quality (heritage & relevance today)
• Culture/ country/ company of origin
• Promise
• Symbolic universe it belongs and make us part of
• Type of person who uses the brand
• Personal experience of the brand