oa Journal of Marketing - Promises, promises, promises

Volume 2009, Issue 08
  • ISSN : 1811-9565



What's in a brand promise? Everything, I would argue! In the myriad of brand definitions that exist today in an industry that often over-jargonises and complicates, one of the more succinct definitions of a brand is that "it is a promise kept". Brutally simple indeed, but concise, relevant and very demanding. The brand promise in essence packages the offering to the consumer, whether at a product, service or corporate brand level; and invites them to engage, purchase or experience the promise in the belief that it will be delivered.

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