3.07 Summary (A)

A brand promise is the specific benefit that customers can expect from using a good/service and interacting with a company. It connects to customers on an emotional level and gives meaning to the brand. Brand promise is important because it allows the company to stand out from the competition, to create more brand awareness and brand loyalty, and to provide a common goal for employees to work toward. A company communicates brand promise through touch points that take place before, during, and after sales.