The Cummins Brand Strategy The Significance of Brand in Brand Promise the Global Marketplace The brand promise creates an expectation that must In a marketplace with multiple languages, cultures be fulfilled . A kept brand promise creates trust . and continents, a strong brand is more important than Ongoing trust in a brand is often referred to as brand ever . It must enable customers not only to identify equity . What is the promise made by the Cummins a brand in any language, but also to immediately brand? Customers buy Cummins products because grasp what sets a brand apart from its competitors . they need dependable power . They know that A strong brand attracts business opportunity in any we worry about the details so they can take care language . Cummins’ bold “red and black” branding of their business . Customer research has shown not only identifies the brand, it communicates power that being dependable is important . Therefore, and strength in the universal language of color . it makes good business sense for the Cummins brand to promise “dependability .” For our customers the message is simple, direct and relevant: “I am Cummins. You can depend on me.” Introduction 5