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Brand Promise
The commitment a company makes to its customers, communicated through branding and marketing, that defines the customer experience.
Implications
The commitment a brand makes to its customers about the experience they can expect, often encapsulated in a slogan or mission statement.
Example
Example: FedEx�s brand promise of �When it absolutely, positively has to be there overnight� emphasizes reliability and speed in its delivery services.
Related Terms
Different from brand essence, which is the core identity, the brand promise is an outward commitment to customers that reflects the brand�s values and mission.
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