Based on our brand promise, consumers develop expectations from our brand. They buy our product in a hope that the brand will really fulfill the promise. If the brand fails to live up to the expectation, the customer gets confused and goes in search of another brand that may meet her expectations.
E.g. when a superstar’s new film is going to be released, it creates a lot of hype. The viewers, who have enjoyed being entertained by his earlier movies, go to the new film with a hope of having another similarly enjoyable experience. But, if the new film disappoints, the customer get confused. She may not go to watch his next film till positive popular reviews and box-office responses are not received by the newer film.
Similarly, if the girl buying a fairness cream realizes that her skin did not change much even after three-four months of regular application, she will lose trust in that brand. She will stop buying the brand and will tell others not to be fooled by the tall claims of the brand.
Our brand must promise only what it can deliver. Raising the customers’ expectations and then failing to fulfill them kills the brand, may be slowly, but surely.
(Expert advice to GROW your business wherever you are, whenever you want.
SMEBusinessGuide.com… https://goo.gl/E3pfoQ)
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