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Working paper

Corporate brand values perception gap analysis as an internal marketing management system assessment tool

One of the major problems facing Russian companies is the problem of differences between brand promises and the experience of actual consumer interaction with that brand, resulting in image destruction and the customers’ refusal from repeat purchases. Having taken as the basis the idea of gap analysis in perception of corporate brand values by different stakeholder groups (owners/top managers, personnel and customers), we have developed and tested a methodology of internal marketing management system assess ment, assuming that a significant gap between declared, shared, and perceived brand values is a consequence of absence or inefficient functioning of this system.