What does a brand promise communicate?

A brand promise is a statement that conveys what customers can expect from a brand regarding its products, services, and overall experience. It reflects the organization’s commitment to delivering certain qualities, values, and benefits that resonate with customers' needs and expectations. By focusing on desired attributes of relationships with customers, the brand promise helps to foster trust, loyalty, and emotional connections between the brand and its audience.

This focus on relationship attributes differentiates the brand in a competitive marketplace, providing customers with a clear understanding of how they will be treated and what they can rely on. It sets the stage for the kind of experience consumers can anticipate, thereby shaping their perceptions and interactions with the brand over time.

The other choices do not encapsulate the concept of a brand promise effectively. Specific performance metrics, financial success, and organizational structure and governance pertain more to the internal workings and management of an organization rather than the external communication of value and promises made to customers.