ÉCOLE DES HAUTES ÉTUDES COMMERCIALES- KOLEA
MODULE: ESP/ ENGLISH FOR MARKETING AND LOGISTICS
TEACHER : BENANTAR IBTISSEM
BRAND PROMISE
What is a Brand?
A brand is any distinctive feature like a name, term, design, or symbol that identifies goods or
services. -American Marketing Association-
What is a Brand Promise?
In the book “The Brand promise” (2008), Duane E. Knapp defines a promise as something
you can count on, an assurance, a commitment that something will happen (Knapp 2008,
preface xii).
A brand promise represents a value or experience that people can always expect from a
brand’s products and services whether stated directly or implicitly.
“Genuine brands make a promise, and they deliver on that promise
consistently, eagerly and at their customers convenience.”
E. Duane Knapp (2008, p. 25)
Some examples of Brand Promise:
BMW: “The Ultimate Driving Machine”
Coca Cola: “To inspire moments of optimism and uplift”
Apple: “Think Different”
Importance of a Brand Promise:
A brand promise is a central part of a company's identity and customer relationship
strategy. It is a guarantee to customers about what they can consistently expect from the
brand.
1- A compass to guide brand choices
All of the brand's activities are guided by a specific brand promise. It facilitates
decision-making and facilitates the application of the brand's positioning and value
proposition. The behaviors and messaging become clearer and more consistent when
all members of the organization are aware of what the brand needs to convey.
2- A guardian of the brand’s reputation
Controlling expectations and making clear what the brand will provide is always a
smart idea because customers and other audiences may perceive the brand promise
subconsciously. A brand promise that is based on what the company can provide and
is conveyed to all parties clearly reduces the likelihood of unfulfilled expectations,
which can cause disappointment.
3- Increases Customer Loyalty & Trust:
A brand gains credibility and trust from various audiences when it consistently fulfills
its promises. Customers will eventually find it easier to select the brand as a result,
increasing consumer loyalty and maybe increasing revenue.
4- Creates differentiation :
In a competitive market, an efficient brand promise sets a company apart
from the rest. It helps customers understand what is unique about the brand and why
they need to choose this brand and not another. This differentiation can be
particularly important for lifestyle brands and champion brands in a specific
niche market.
Features of a Brand Promise:
A strong brand promise is the pillar of a business's connection to its consumers. It
is more than an advertising tagline but a tactical assurance that
creates customer expectations and holds long-term allegiance. The following are the main
features that result in an efficient brand promise:
1- Clear and specific:
A brand promise that succeeds must be clear and plain for the target group to
understand. Ambiguity does not set up specific expectations, but rather
leads to vagueness or misinterpretation. FedEx's "When it absolutely, positively has
to be there overnight" leaves no one guessing—customers know exactly
what they are receiving.
2- Credible and Deliverable:
A brand promise should be realistic and feasible. Overpromising leads to loss
of trust when the brand is unable to fulfill it. For example, if a fast-food
chain promises to be "The healthiest option in the market" but offers highly
processed foods, consumers will lose interest in no time.
3- Differentiating:
A firm with a powerful brand promise will stand out in a crowded marketplace.
General statements like "We care about quality" do not set a brand apart.
Instead, commitments like Tesla's "Accelerating the world's transition to sustainable
energy" set the company up as an innovator.
4- Measurable:
A brand Promise ought to be closely linked to performance indicators and corporate
goals. For example, if a company promises “24/7 customer support”, it needs to
monitor customer satisfaction and response times. Without measurable results, a
brand cannot confirm if it is actually fulfilling its promises, which makes it challenging
to uphold confidence, maximize performance, and prove value to stakeholders.
Brand Promise Communication:
Companies can communicate their promises explicitly through Taglines and statements, or
implicitly through indirect promises.
- Taglines: Taglines help businesses to shape the expectations of the audience. The
more it is focused and strategic, the better it will be shaped in the light of the way you
want it to be seen.
- Statements: An effective brand promise is clear and actionable; it
must be conveyed in unmistakable, unambiguous statements through touchpoints,
websites or social media; so that customers have no doubt
about what they can expect and how the brand will operate.
- Indirect promise: In contrast to overt statements, an indirect promise communicates
a brand's commitment subtly through deeds, reputation, or unstated expectations.
This strategy uses unspoken trust, cultural perception, and consistent behavior to
support the brand's values.
Difference between a Tagline and a Slogan:
-Figure 1- -Figure 2-
A Slogan (Figure 1) is a catchy and attention-getting phrase that captures the value of a
marketing promotion. It is a means used to communicate the different idea in a specific
marketing campaign, that is why it is often temporary and changes frequently (Figure 3). A
slogan supports the overall goals of marketing campaigns and changes with every
advertising or promotion to highlight a specific aspect of a product or service.
A Tagline (Figure 2) on the other hand, is a memorable phrase that captures the unique
value a brand offers. It helps to understand what difference or value you bring to the
market. A tagline supports the overall goals of the brand and lasts multiple years.
-Figure 3- Coca Cola Slogan Timeline
Published on Oct 8th, 2013 by Graphic designer Jasmin Chawla/ [Link]
