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What Is Meant By Brand Contract?

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Mehreen Misbah answered
From an elementary perspective, a brand contract is a collection of promises that a brand's customers perceive the brand to be delivering. There could be both positive and negative brand promises depending upon the performance of the brand and its goodwill. It has to be unique, a point of distinction that no other brand is offering or else there is always the fear of the brand getting monotonous in the eyes of its customers.

Moreover in order to develop a successful brand contract, first and foremost, all the positive promises that a brand offers to its customers should be accentuated consistently in order to emphasize their importance in the consumer mindsets. In addition to that, all the negative promises that consumers perceive from the brand should be eliminated or at least eradicated in order to remove the impression that those negative promises had in the minds of the customers.

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