G

Jeff Swystun

A chapter in The Brand Glossary, 2007, pp 51-54 from Palgrave Macmillan

Abstract: Abstract Every company develops business strategies for its brands, and every consumer experiences these brands individually. A brand gap is the distance, or difference, between the business strategy and the consumer experience. Obviously, companies want that gap to be as small as possible.

Date: 2007
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-62640-9_7

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DOI: 10.1057/9780230626409_7

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