Lexus tops list of brands that don't match image
LONDON - Lexus has been named Britain's most disappointing brand in a survey of brand advocacy published exclusively in Marketing this week.
The Toyota-owned car brand came bottom of a survey comparing the perceptions of 150 brands with actual customer experience.
The Promise Index, a survey carried out by brand agency Promise, asked consumers to rate brands by image and experience. The difference between the two scores indicates the 'promise gap' - a sign of how well brands live up to their reputations. Aside from Lexus, other brands whose reputations are stronger than their customer experience include 3 and More Th>n.
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Travel firm ebookers came top of the survey with the biggest positive promise gap, meaning customer experience is far better than consumers expect.
Full results can be found in this week's issue of Marketing.
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