Brand promise
The brand promise expresses the value or experience that a brand commits to delivering to its audiences
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It should be relevant, distinctive and achievable. Keeping it depends on the business's processes, people and capabilities. A promise of fast service, for example, requires defining and sustaining a level of service consistent with that expectation.
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