Asacker, T., VanAuken, B. & Daye, D. (2008, February 6). The language of Retrieved May 17, 2011, from branding: “Brand promise”. George, R. (2003, September 16). Tapping into brand touchpoints. Retrieved May 17, 2011, from Krueger, J.R. (2007, March 1). Brand promise: Providing the “second wow”. Retrieved May 17, 2011, from Smith, G. (2004, September 28). A brand is the sum of all touchpoints. Retrieved May 17, 2011, from Thakare, M. (2009, August 13). What is brand promise? Retrieved May 27, 2011, from Understand selling, customer relations and 2.00/2.07 product management. Knowledge/ Understands the techniques and strategies used to foster positive, ongoing relationships with customers Skill Statement Performance Reinforce image to exhibit the brand promise. company’s company’s Element 2.07 Performance Determine ways of reinforcing the image through employee company’s performance (CR:002) Indicator CR: 002 Level Career-sustaining SCANS Information 5, 7; Systems 15; Basic Skills 2, 5-6; Thinking Skills 8-9, 12, 13, 15, 17 21st Century Critical Thinking and Problem Solving 1, 3 Skills Objectives a. Discuss types of company images. b. Describe factors that affect a image. company’s c. Explain the importance of reinforcing the image. company’s d. Describe ways that employees can reinforce the image company’s through their performance. e. Demonstrate how to determine ways to reinforce the image company’s through employee performance. Sample Use the local business and its brand promise previously identified to determine ways that the employees reinforce the Activity company’s business’s image through their performance. Record your findings and suggest additional ways for employees to reinforce the image. company’s Resources Textbooks Clow, K.E, & Baack, D. (2010). Integrated advertising, promotion, and
Asacker, T., VanAuken, B. & Daye, D. (2008, February 6). The language of branding: “Brand promise”. Retrieved May 17, 2011, from George, R. (2003, September 16). Tapping into brand touchpoints. Retrieved May 17, 2011, from Krueger, J.R. (2007, March 1). Brand promise: Providing the “second wow”. Retrieved May 17, 2011, from Smith, G. (2004, September 28). A brand is the sum of all touchpoints. Retrieved May 17, 2011, from Thakare, M. (2009, August 13). What is brand promise? Retrieved May 27, 2011, from 2.00/2.07 Understand selling, customer relations and product management. Knowledge/ Skill Statement Understands the techniques and strategies used to foster positive, ongoing relationships with customers Performance Element 2.07 Reinforce company’s image to exhibit the company’s brand promise. Performance Indicator CR: 002 Determine ways of reinforcing the company’s image through employee performance (CR:002) Level Career-sustaining SCANS Information 5, 7; Systems 15; Basic Skills 2, 5-6; Thinking Skills 8-9, 12, 13, 15, 17 21st Century Skills Critical Thinking and Problem Solving 1, 3 Objectives a. Discuss types of company images. b. Describe factors that affect a company’s image. c. Explain the importance of reinforcing the company’s image. d. Describe ways that employees can reinforce the company’s image through their performance. e. Demonstrate how to determine ways to reinforce the company’s image through employee performance. Sample Activity Use the local business and its brand promise previously identified to determine ways that the company’s employees reinforce the business’s image through their performance. Record your findings and suggest additional ways for employees to reinforce the company’s image. Resources Textbooks Clow, K.E, & Baack, D. (2010). Integrated advertising, promotion, and
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