Asked by Kevin Nguyen on Jun 24, 2024
Verified
Why do gaps between the brand's image and its identity emerge?
A) Firms fail to deliver on promises to customers
B) The brand's marketing is inconsistent with the brand's identity
C) The brand's users do not fit the identity
D) All of these
Brand's Identity
The collection of attributes and values that define how a brand presents itself to the market and distinguishes itself from competitors.
Brand's Image
represents the public perception or the set of beliefs held about a brand.
- Acquire knowledge of the potential discrepancies in brand perception among distinct populations and the approaches to resolve them.
Verified Answer
SM
Sevin MaahesJun 24, 2024
Final Answer :
D
Explanation :
Gaps between a brand's image and its identity can emerge due to a combination of factors: firms failing to deliver on promises to customers, inconsistent marketing efforts that do not align with the brand's identity, and the brand attracting users who do not fit the intended identity. All these discrepancies contribute to the divergence between how a brand is perceived (image) and how it is intended to be perceived (identity).
Learning Objectives
- Acquire knowledge of the potential discrepancies in brand perception among distinct populations and the approaches to resolve them.
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