DISCUSSION
- Share your initial thoughts on what brand means to you. How do brands impact your spending decisions?
- Choose one of your favorite brands from an industry such as e-commerce, automobiles, shopping, restaurants, technology, etc., to answer these questions.
- When making a purchasing decision, is the brand important to you? What about the brand resonates with you?
- Determine whether your favorite brand has a stated “brand promise.” If so, what is it? If not, identify one from another company of your choice. Remember the brand promise is usually different than a tagline or slogan.
- Do you have an emotional connection with the brand? If so, can you describe it briefly? Consider factors such as trust, respect, and other strong feelings.
- When considering a purchase, do you look first for your favorite brand? This may be considered top-of-mind awareness or the first brand to come to mind. Provide an example of a brand that is on top of your mind.
