Promise is a sub-facet of the brand but not the brand itself. The brand is something that moves through time and lives in the customers mind. In many ways - brand is a mental construct that lives and constantly changes in the customers mind.

A brand is then added to or taken away from based on unfulfilled or fulfilled promises. When you think of any brand you care about its not only the promises that live in your mind but the people and ideas associated with that brand and the values that they carry. A history, story and reputation is carried with the brand.

Tesla, Apple & Amazon aren't just brands that had promises.

I promise you that brand does not equal promise.