Promise

Refers to the promise of a company to deliver superior value to its customers in relation to its competitors. This is a strategy used to differentiate the company from the competition and win the preference of customers. By offering superior value, EUDRES creates a positive perception in the minds of students, which can lead to greater loyalty, satisfaction, and retention – this aligns with the advertising goal of 'Creating a Positive Brand Image'. To make an effective promise of value, EUDRES needs to understand the needs and desires of our target audience and offer emotional value that meets or exceeds those expectations, in line with the advertising goal of 'Stimulating Desires'.