The best replacement for brand promise is brand purpose.

The best alternatives to brand promise are rated as following:
★★★★★  brand purpose
★★★★  brand essence
★★★★  tagline
★★★  mission statement
★★★  brand positioning
★★  value proposition
★  positioning statement

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Google Trends

Scale is based on the average worldwide traffic of brand promise in all years. Click on graph for more.
brand promise
brand purpose
brand essence