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The Truth About Creating Brands People Love by Donna Heckler, Brian D. Till

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Chapter 5. Does your brand keep its promise?

People often ask, “What is a brand?” Consider a brand as a promise that you make to your consumers. That promise has two parts to it: what you say you are promising and what you actually deliver. As a brand, you must be true to your word.

As with any promise, once you make it, you have to keep it. Brand managers make promises through the perceptions they create, from the images they develop, the advertising they create, the promotions they offer, the packaging they utilize, and the pricing they establish. Every one of these vehicles, among others, are communicating that brand promise.

Your performance speaks to how your product works, and the service levels you provide. Your performance and perceptions ...

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