The brand Promise must be Distinctive Reflect unique characteristics of the brand Compelling Reflect important benefits customer value and which the brand can provide Rational, functional benefits Subjective, psychic, emotional benefits Suitable for a range of stakeholders 1515 The Brand Promise Must Be: • Distinctive – Reflect unique characteristics of the brand • Compelling – Reflect important benefits customer value and which the brand can provide – Rational, functional benefits – Subjective, psychic, emotional benefits • Suitable for a range of stakeholders