Brand Promise - Meaning, Importance & Example

Published by MBA Skool Team, Last Updated: February 05, 2021

What is Brand Promise?

Brand promise is a statement made by an organization to its customers stating what customers can expect from their product and services. This is in terms of the benefits and experience- the tangible and the intangible, i.e., the value proposition. It is the most important aspect of a brand. It represents the uniqueness of the brand and this is what the customers remember. A typical brand promise would deliver the message clearly to customers as well as internal stakeholders on the product's (or Service's) value, quality, cost etc.

Importance of Brand Promise

It is the means to differentiate one’s product or service from its competitors and win over its customers. It builds expectations in the minds of the customers through the deliverables it promises and increases the desire for the product or service.

These promises are conveyed through advertisements and other marketing campaigns. It can also be delivered through a tag line – a short phrase relevant to the organization's product or service offering. Brand Promise can be more elaborate than tagline which is customer facing but there has to be a sync between both.

Brand Promise help you establish a brand equity among the customers and improve the brand image. This is in turn would lead to more repeat business and loyal customers improving the sales/revenue and eventually the profit. Brand Promise if delivered efficiently to customers can lead to long term customer loyalty and benefits. 


Brand Promise


Example of Brand Promise

Britannia says ‘Eat Healthy, Think Better’.

Here, the company promises its customers to deliver biscuits and snacks which are healthy and would help the customers grow better and think better.

Similarly, Hutch (now Vodafone) said ‘Wherever you go, we follow’- a promise to provide good network connectivity wherever one might be located.

Hence, this concludes the definition of Brand Promise along with its overview.

This article has been researched & authored by the Business Concepts Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Browse the definition and meaning of more similar terms. The Management Dictionary covers over 2000 business concepts from 5 categories.

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