Brand Promise

The brand promise is the pledge a brand makes to everyone about what they will experience when they interact with that brand.

The brand promise is usually constituted by the regular forms of communications and marketing. Either implicitly: IBM never actually tells you that they promise you peace of mind, but the key element of their brand is safety. 'Nobody ever got fired hiring IBM.' Or explicitly: the brand promise is sometimes captured in, and communicated through, a tagline or slogan: Avis: we try harder. Philips: Sense and Simplicity. KLM, reliable.

In a few rare cases the brand promise is built uniquely on past and present customer experiences with that brand. Starbucks became a brand through great brand delivery, and by the power of word of mouth (WOM).