The marketer's vision of what the brand must be and do for consumers is called a brand promise.

Question

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A brand promise is a statement that communicates the marketer's vision of what the brand will provide to customers and how it will benefit them, creating expectations that the brand must fulfill through its products, services, actions, and communications. A brand promise can be considered as a covenant with customers that establishes trust, relevance, differentiation, and loyalty.

The Marketer's Vision of What the Brand Must Be and Do