Advocacy survey ranks Lexus last
Lexus, the Toyota-owned car marque, has been named Britain's most disappointing brand in a survey published exclusively in Marketing.
The Promise Index, devised by branding agency Promise, was created from
the findings of a survey that asked consumers to rate 20 brands by
perception and experience. The difference between the two scores
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indicates the 'promise gap' - a sign of how well brands live up to their
reputations.
One-third of the brands surveyed had a negative promise gap, including
More Th>n, 3 and Mercedes-Benz.
Travel firm ebookers recorded the biggest positive promise gap.
- Bridging the gap, page 26.
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