Brand promise: Difference between revisions
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'''[[Brand]] promise''' is one of the main elements of [[company]]'s brand [[strategy]] and is included in several other components of the brand. It consist of words and images that express what customers can expect. This is the most important aspect of a brand. '''The promise of a brand aims to increase the company's value and [[service]] offerings.''' | |||
'''[[Brand]] promise''' is one of the main elements of [[company]]'s brand [[strategy]] and is included in several other components of the brand. | |||
==The importance of a brand promise== | ==The importance of a brand promise== | ||
Brand contains a lots of things which make her special and unique; for example logo, tagline or a trademark but also very important part | Brand contains a lots of things which make her special and unique; for example logo, tagline or a trademark but also very important part are personality, an emotion and an impressions. | ||
This can help our brand to become stronger and built good relationship with our customers. | This can help our brand to become stronger and built good relationship with our customers. | ||
Today people are loyal to brands | Today people are loyal to brands which provides they expectations . They will choose our brand more often because we offers high [[quality]] and values. | ||
Brand promise is a good way to keep our clients but only if it is kept.If a company does not comply with the promise then it loses a reputation and the sale decreases quickly. | Brand promise is a good way to keep our clients but only if it is kept.If a company does not comply with the promise then it loses a reputation and the sale decreases quickly. | ||
Brand promise describes tangible characteristics of products or services offered by particular company<ref> Evanschitzky, H., Punjaisri, K. & Wilson, A. (2009) </ref>. '''[[Customer]] seeing particular brand automatically connects is to perceived brand promise with regard to [[product]] quality, [[price]], convenience, value, etc.''' | Brand promise describes tangible characteristics of products or services offered by particular company<ref> Evanschitzky, H., Punjaisri, K. & Wilson, A. (2009) </ref>. '''[[Customer]] seeing particular brand automatically connects is to perceived brand promise with regard to [[product]] quality, [[price]], convenience, value, etc.''' | ||
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==The results of a brand promise== | ==The results of a brand promise== | ||
*This strategy can help you to grow your brand and gain new customers. | * This strategy can help you to grow your brand and gain new customers. | ||
*You will become more attractive to other brands with whom you can cooperate. | * You will become more attractive to other brands with whom you can cooperate. | ||
*Your promise are differentiate you from competitors and give the company an edge. This can help stand out in an increasingly crowded markets. | * Your promise are differentiate you from competitors and give the company an edge. This can help stand out in an increasingly crowded markets. | ||
When you chooses purposeful promise everything can change up. Your brand become more innovative, liquid and collaborative. | When you chooses purposeful promise everything can change up. Your brand become more innovative, liquid and collaborative. | ||
Also this can affect employees, this may change their [[behavior]] and there can be more creative and more respectful<ref> de Chernatony, L., & Christodoulides, G. (2004) p.238-251 </ref>. | Also this can affect employees, this may change their [[behavior]] and there can be more creative and more respectful<ref> de Chernatony, L., & Christodoulides, G. (2004) p.238-251 </ref>. | ||
==The employees role in brand promise== | ==The employees role in brand promise== | ||
'''The [[role of employees]] in providing services with the brand promise is very important in branding literature.''' They are considered | '''The [[role of employees]] in providing services with the brand promise is very important in branding literature.''' They are considered the main and trusted source and of [[information]] about the company. | ||
One | One time empirical research was carried out, which show how employees perceive their role, tools and techniques that help them fulfill the promises of brand. Combinations of qualitative and quantitative methods are used. This study showed that employees feel that their role is very important. An interview was conducted amongst 699 respondents who shows a large impact between internal branding instruments and brand promise delivery. Great impact on employees have these tools: brand loyalty and brand attitudes. | ||
These affect how delivery is served by [[employee]]'s. '''As a result, internal branding affect the burning of their role by employees'''. What is more identify | These affect how delivery is served by [[employee]]'s. '''As a result, internal branding affect the burning of their role by employees'''. What is more identify themselves with the role of the brand promises positively influences their behavior and increases [[efficiency]] and involvement<ref>Punjaisri, K., & Wilson, A. (2007) p.1-5</ref>. | ||
'''Example of positively impact on employees<ref> Collins, J. and Porras, J.I. (1995)p.1-8 </ref>:''' | '''Example of positively impact on employees<ref> Collins, J. and Porras, J.I. (1995)p.1-8 </ref>:''' | ||
*Their [[motivation]] is higher | * Their [[motivation]] is higher | ||
*Their [[behaviour]] can change up | * Their [[behaviour]] can change up | ||
*They become more effective | * They become more effective | ||
*We can achieve an adventage over the comperition | * We can achieve an adventage over the comperition | ||
Therefore, when employees associated with corporate values we can talk about strong company. | Therefore, when employees associated with corporate values we can talk about strong company. | ||
==Examples of Brand promise== | ==Examples of Brand promise== | ||
* '''Apple''': | * '''Apple''': "Think different." | ||
* '''Nike''': | * '''Nike''': "Just do it." | ||
* '''McDonald’s''': | * '''McDonald’s''': "I'm lovin' it." | ||
* '''Amazon''': | * '''Amazon''': "[[Work]] hard. Have fun. Make history." | ||
* '''Walmart''': | * '''Walmart''': "Save [[money]]. Live better." | ||
* '''Coca-Cola''': | * '''Coca-Cola''': "Taste the feeling." | ||
* '''BMW''': | * '''BMW''': "The ultimate driving machine." | ||
* '''Mercedes Benz''': | * '''Mercedes Benz''': "The best or nothing." | ||
* '''KFC''': | * '''KFC''': "So good." | ||
* '''FedEx''': | * '''FedEx''': "When it absolutely, positively has to be there overnight." | ||
==Advantages of Brand promise== | ==Advantages of Brand promise== | ||
A brand promise is a powerful way to build customer loyalty and trust in a brand. It outlines what customers can expect from a company and sets the tone for customer experience. Some advantages of brand promise include: | A brand promise is a powerful way to build [[customer loyalty]] and trust in a brand. It outlines what customers can expect from a company and sets the tone for customer experience. Some advantages of brand promise include: | ||
* '''Building trust and loyalty''': A strong brand promise can increase customer loyalty and trust in a brand. This can lead to customers being more likely to purchase products and services from the company in the future. | * '''Building trust and loyalty''': A strong brand promise can increase customer loyalty and trust in a brand. This can lead to customers being more likely to purchase products and services from the company in the future. | ||
* '''Differentiation''': A brand promise can differentiate a company from its competitors by providing a unique and memorable experience. This can help a company stand out from its competitors and attract new customers. | * '''Differentiation''': A brand promise can differentiate a company from its competitors by providing a unique and memorable experience. This can help a company stand out from its competitors and attract new customers. | ||
* '''Consistency''': A brand promise can help a company maintain consistency in its messaging, product offerings, and customer service. This helps customers to recognize and trust the brand. | * '''Consistency''': A brand promise can help a company maintain consistency in its messaging, product offerings, and customer service. This helps customers to recognize and trust the brand. | ||
* '''Improving customer service''': A brand promise can help a company focus on delivering exceptional customer service. This can lead to increased customer satisfaction and loyalty, as well as improved sales. | * '''Improving customer service''': A brand promise can help a company focus on delivering exceptional customer service. This can lead to increased [[customer satisfaction]] and loyalty, as well as improved sales. | ||
==Limitations of Brand promise== | ==Limitations of Brand promise== | ||
A brand promise is an important component of brand strategy, but there are certain limitations to consider when creating one. These include: | A brand promise is an important component of [[brand strategy]], but there are certain limitations to consider when creating one. These include: | ||
* Limited budget | * Limited budget - Depending on the size of the budget available, the brand promise may not be able to be as comprehensive or comprehensive as desired. | ||
* Limited resources | * Limited resources - Many resources such as time, personnel, and materials may be limited and affect the scope of the brand promise. | ||
* Limited audience | * Limited audience - If the target audience is too small, it may limit the potential of the brand promise. | ||
* Limited reach | * Limited reach - The ability of the brand promise to reach out to customers may be limited due to geographical or technological constraints. | ||
* Limited engagement | * Limited engagement - If customers do not find the brand promise engaging or inspiring, it may not be effective in achieving its desired results. | ||
==Other approaches related to Brand promise== | ==Other approaches related to Brand promise== | ||
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* '''Developing a strong brand message''': This involves crafting a concise and memorable statement that communicates the company’s values and key benefits. | * '''Developing a strong brand message''': This involves crafting a concise and memorable statement that communicates the company’s values and key benefits. | ||
* '''Creating meaningful customer experiences''': This involves ensuring that customers have a seamless and enjoyable experience when interacting with the brand. | * '''Creating meaningful customer experiences''': This involves ensuring that customers have a seamless and enjoyable experience when interacting with the brand. | ||
* '''Engaging with customers on an emotional level''': This involves creating a connection with customers by understanding their needs and preferences and delivering personalized experiences. | * '''Engaging with customers on an emotional level''': This involves creating a connection with customers by understanding their [[needs]] and preferences and delivering personalized experiences. | ||
These approaches, combined with a strong brand promise, are essential for creating a successful brand that resonates with customers. A brand promise should be seen as a commitment to customers and should be kept consistently over time. | These approaches, combined with a strong brand promise, are essential for creating a successful brand that resonates with customers. A brand promise should be seen as a commitment to customers and should be kept consistently over time. | ||
{{infobox5|list1={{i5link|a=[[Cult brand]]}} — {{i5link|a=[[Brand management]]}} — {{i5link|a=[[Brand value chain]]}} — {{i5link|a=[[Customer loyalty]]}} — {{i5link|a=[[Customer perception]]}} — {{i5link|a=[[Components of brand]]}} — {{i5link|a=[[Marketing]]}} — {{i5link|a=[[Building strong brands]]}} — {{i5link|a=[[Brand leader]]}} }} | |||
==References== | ==References== | ||
* | * Evanschitzky, H., Punjaisri, K. & Wilson, A. (2009) [https://www.researchgate.net/profile/Wilson_Alan/publication/241359276_Internal_branding_to_influence_employees%27_brand_promise_delivery_A_case_study_in_Thailand/links/0f317537b5bd9390a3000000.pdf Internal branding to influence employees’ brand promise delivery.] Journal of Service Management, (2009) 20(5), 561-579 | ||
* Punjaisri, K., & Wilson, A. (2007).'' [http://irep.ntu.ac.uk/id/eprint/16190/1/193168_1548%20Punjaisri%20postprint.pdf The role of internal branding in the delivery of employee brand promise.] ''Journal of [[Brand management|Brand Management]], 15(1), 57-70. | * Punjaisri, K., & Wilson, A. (2007).'' [http://irep.ntu.ac.uk/id/eprint/16190/1/193168_1548%20Punjaisri%20postprint.pdf The role of internal branding in the delivery of employee brand promise.] ''Journal of [[Brand management|Brand Management]], 15(1), 57-70. | ||
* Collins, J. and Porras, J.I. (1995) ''[http://www.loantoolbox.com/static/03Community/02MemBenefits/SoundviewExecutiveBookSummaries/Summaries/4thQtr2007/Summary.pdf Built to Last: Successful Habits of Visionary Companies]'', HarperCollins Publishers, 17(2), 1-8 | * Collins, J. and Porras, J.I. (1995) ''[http://www.loantoolbox.com/static/03Community/02MemBenefits/SoundviewExecutiveBookSummaries/Summaries/4thQtr2007/Summary.pdf Built to Last: Successful Habits of Visionary Companies]'', HarperCollins Publishers, 17(2), 1-8 | ||
Latest revision as of 17:30, 17 November 2023
Brand promise is one of the main elements of company's brand strategy and is included in several other components of the brand. It consist of words and images that express what customers can expect. This is the most important aspect of a brand. The promise of a brand aims to increase the company's value and service offerings.
The importance of a brand promise
Brand contains a lots of things which make her special and unique; for example logo, tagline or a trademark but also very important part are personality, an emotion and an impressions. This can help our brand to become stronger and built good relationship with our customers. Today people are loyal to brands which provides they expectations . They will choose our brand more often because we offers high quality and values. Brand promise is a good way to keep our clients but only if it is kept.If a company does not comply with the promise then it loses a reputation and the sale decreases quickly. Brand promise describes tangible characteristics of products or services offered by particular company[1]. Customer seeing particular brand automatically connects is to perceived brand promise with regard to product quality, price, convenience, value, etc. Creating valuable and positive brand promise is one of the most important element of company positioning, segmentation and marketing mix strategy. Importance of brand creates considerable requirements for proper management in this area.
The results of a brand promise
- This strategy can help you to grow your brand and gain new customers.
- You will become more attractive to other brands with whom you can cooperate.
- Your promise are differentiate you from competitors and give the company an edge. This can help stand out in an increasingly crowded markets.
When you chooses purposeful promise everything can change up. Your brand become more innovative, liquid and collaborative. Also this can affect employees, this may change their behavior and there can be more creative and more respectful[2].
The employees role in brand promise
The role of employees in providing services with the brand promise is very important in branding literature. They are considered the main and trusted source and of information about the company. One time empirical research was carried out, which show how employees perceive their role, tools and techniques that help them fulfill the promises of brand. Combinations of qualitative and quantitative methods are used. This study showed that employees feel that their role is very important. An interview was conducted amongst 699 respondents who shows a large impact between internal branding instruments and brand promise delivery. Great impact on employees have these tools: brand loyalty and brand attitudes. These affect how delivery is served by employee's. As a result, internal branding affect the burning of their role by employees. What is more identify themselves with the role of the brand promises positively influences their behavior and increases efficiency and involvement[3].
Example of positively impact on employees[4]:
- Their motivation is higher
- Their behaviour can change up
- They become more effective
- We can achieve an adventage over the comperition
Therefore, when employees associated with corporate values we can talk about strong company.
Examples of Brand promise
- Apple: "Think different."
- Nike: "Just do it."
- McDonald’s: "I'm lovin' it."
- Amazon: "Work hard. Have fun. Make history."
- Walmart: "Save money. Live better."
- Coca-Cola: "Taste the feeling."
- BMW: "The ultimate driving machine."
- Mercedes Benz: "The best or nothing."
- KFC: "So good."
- FedEx: "When it absolutely, positively has to be there overnight."
Advantages of Brand promise
A brand promise is a powerful way to build customer loyalty and trust in a brand. It outlines what customers can expect from a company and sets the tone for customer experience. Some advantages of brand promise include:
- Building trust and loyalty: A strong brand promise can increase customer loyalty and trust in a brand. This can lead to customers being more likely to purchase products and services from the company in the future.
- Differentiation: A brand promise can differentiate a company from its competitors by providing a unique and memorable experience. This can help a company stand out from its competitors and attract new customers.
- Consistency: A brand promise can help a company maintain consistency in its messaging, product offerings, and customer service. This helps customers to recognize and trust the brand.
- Improving customer service: A brand promise can help a company focus on delivering exceptional customer service. This can lead to increased customer satisfaction and loyalty, as well as improved sales.
Limitations of Brand promise
A brand promise is an important component of brand strategy, but there are certain limitations to consider when creating one. These include:
- Limited budget - Depending on the size of the budget available, the brand promise may not be able to be as comprehensive or comprehensive as desired.
- Limited resources - Many resources such as time, personnel, and materials may be limited and affect the scope of the brand promise.
- Limited audience - If the target audience is too small, it may limit the potential of the brand promise.
- Limited reach - The ability of the brand promise to reach out to customers may be limited due to geographical or technological constraints.
- Limited engagement - If customers do not find the brand promise engaging or inspiring, it may not be effective in achieving its desired results.
A brand promise is one of the primary elements of a company's brand strategy. It consists of words and images that express what customers can expect from the brand. Along with a brand promise, there are several other approaches related to building a successful brand, such as:
- Establishing a clear brand identity: This includes creating a unique look and feel that is instantly recognizable and sets the company apart from its competitors.
- Developing a strong brand message: This involves crafting a concise and memorable statement that communicates the company’s values and key benefits.
- Creating meaningful customer experiences: This involves ensuring that customers have a seamless and enjoyable experience when interacting with the brand.
- Engaging with customers on an emotional level: This involves creating a connection with customers by understanding their needs and preferences and delivering personalized experiences.
These approaches, combined with a strong brand promise, are essential for creating a successful brand that resonates with customers. A brand promise should be seen as a commitment to customers and should be kept consistently over time.
| Brand promise — recommended articles |
| Cult brand — Brand management — Brand value chain — Customer loyalty — Customer perception — Components of brand — Marketing — Building strong brands — Brand leader |
References
- Evanschitzky, H., Punjaisri, K. & Wilson, A. (2009) Internal branding to influence employees’ brand promise delivery. Journal of Service Management, (2009) 20(5), 561-579
- Punjaisri, K., & Wilson, A. (2007). The role of internal branding in the delivery of employee brand promise. Journal of Brand Management, 15(1), 57-70.
- Collins, J. and Porras, J.I. (1995) Built to Last: Successful Habits of Visionary Companies, HarperCollins Publishers, 17(2), 1-8
- de Chernatony, L., & Christodoulides, G. (2004). Taking the brand promise online: Challenges and opportunities. Interactive Marketing, 5(3), 238-251.
Footnotes
Author: Justyna Tereszkieiwcz
