A product label is what you name your product in to communicate to customers what they are buying. The product label sets the customer’s expectations.
Some industries have set product labels that rank in a hierarchy, e.g., motel, hotel, resort. Marketers can add adjectives to product labels that modify expectations, e.g., performance tires.
Setting an expectation and not meeting it in reality damages a brand. It is common sense that delivering a level lower than expected is harmful, but it is also wrong to deliver a higher level. People are most comfortable when they receive what they were expecting, and a higher level of service is not repeatable because it becomes a new standard. Instead, we want to aim to meet expectations plus add elements of surprise and delight. Just be honest with your product labels.