When discussing brands, one point to consider is about trust that a customer places in a product or brand being purchased. Why do we trust Pantene shampoo, for instance? Because we believe in the brand's "revolutionary" Pro-V formula that leaves hair strong and healthy. Why do we believe Secret antiperspirants will keep women smelling sweet? Because "it's pH balanced for a woman and not a man." What promises can you think of that a company is making about its brand? Can these products or services follow through on those promises?