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