What is integrity?
Brand integrity refers to the trustworthiness and reliability of a company’s brand promise or message. It requires that companies remain consistent in their messaging and delivery, providing customers with the same quality product or service across all touchpoints. Companies that maintain brand integrity enjoy greater consumer loyalty as customers develop a strong emotional connection with them knowing they can always depend on them for consistency. Ultimately, maintaining great brand integrity leads to higher revenues as customers are more likely to make repeat purchases.