[Definition] The one or two things the brand promises its target audiences that is/are very important to those audiences and unique to the brand [Form] In the form, “Only [brand] delivers [one or two benefits] to [target audience]” [Strategy Component] 
Brand Promise
M i s s i o n
V i s i o n
V a l u e s
B r a n d E s s e n c e
B r a n d P r o m i s e
B r a n d P e r s o n a l i t y
B r a n d A r c h e t y p e