Brand Promise

The marketer and owner of the brand has a vision of what the brand must be and do for specific customers.

Brand promise is what a particular brand offers to its customers as well as what it stands for. The company will usually specialize in a certain area and will deliver goods which will make the life of an average customer easier. For example the Dyson vacumm cleaner offers better quality cleaning with minimal amounts of effort. Consumers by into these types of products as they feel they will buy into a better quality life.