Brand promise

Captures the core of what customers can expect from a brand, encompassing functional benefits, quality, and emotional experiences. It is a fundamental component of brand identity. For instance, Nike aims to resonate with the athlete in everyone and urges them to “Just Do It”—encouraging consumers to push their boundaries, embrace challenges, and strive for their personal best in sports and life alike. By aligning with such a powerful sentiment, Nike offers more than just shoes or apparel; they promote a mindset, a lifestyle, and an ethos rooted in relentless perseverance and achievement.