BRAND REALITY INDEX ™
What are the effects of brand perceptions gaps?
Perceptions are realities that count more than ever. Arise as a result of a group elements that make up a particular image. The brands are in the power of citizens and it is the people who experience, feel and express opinions about them based on their perceptions. For this reason, reputation management has become one of the key strategic elements for any Company.
Technology has enabled the dialogue of brands with their customers, although in many cases citizens do not feel heard by brands. There are also many cases where brands speak in one way and act in a very different way.
The topic has special relevance because it defines the difference between expectations and realities, between promises made and promises fulfilled, which undoubtedly impacts directly on the results of the business. Every brand is subject to the open examination by its groups of Interest, it is vitally important to ensure that brands are what they claim to be.
Goals of the study
Knowing the degree of credibility and trust of the main brands in the Spanish market, finding the gaps between their image – what they claim to do – and their reputation – what is perceived.
“Estos resultados demuestran que queda un largo camino por recorrer para que las marcas tomen conciencia de que la percepción de los ciudadanos es lo que realmente tiene valor para construir una marca. Más allá de productos y servicios es necesario construir una buena reputación que facilite las relaciones de las personas con las marcas”.