Purpose

The brand identity–image gap is a well-known marketing field. However, very little academic work has been done within the wine industry regarding collective brands. With the aim of filling this gap, this paper analyzes and describes the relationship between identity and the image of Bordeaux wines. It is intended as a collective wine brand.

Design/methodology/approach

From a positivist–functionalist perspective, a 45-question survey has been administered online to N = 53 internal brand operators (winery owners or managers) and to N = 655 external consumers (mainly focusing on 18–25 year-old segment). Nonprobabilistic sampling techniques have been used. Questions were structured within a semantic opposition.

Findings

Data analysis has shown that the nine-dimension model (physical, personality, culture, self-image, reflection, relationship, positioning, vision and heritage) is capable of collecting a richer and more pertinent set of information concerning the brand identity; statistically significant gaps have been found in 25 out of 45 items; counterintuitively, the consumers have a very different opinion about the brand compared with existing ideas. Direct implications are that internal brand operators may suffer from imposter syndrome; information asymmetry may play a central role in brand perception; and the brand lacks symbolic and inspirational functions.

Originality/value

Providing an original model to analyze and evaluate the brand identity–image gap, specifically adapted for collective wine brands, this work contributes to the literature by increasing the knowledge about brand identity issues.

中文翻译：

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定义身份形象差距：对集体葡萄酒品牌的分析

目的

品牌形象与品牌形象的差距是一个众所周知的营销领域。然而，葡萄酒行业内关于集体品牌的学术工作却很少。为了填补这一空白，本文分析并描述了波尔多葡萄酒的身份与形象之间的关系。它旨在作为一个集体葡萄酒品牌。

设计/方法论/途径

从实证主义-功能主义的角度来看，我们对N = 53 名内部品牌运营商（酒庄所有者或经理）和N = 655 名外部消费者（主要针对 18-25 岁群体）进行了一项包含 45 个问题的在线调查。使用了非概率抽样技术。问题是在语义对立的范围内构建的。

发现

数据分析表明，九维模型（身体、个性、文化、自我形象、反思、关系、定位、愿景和传承）能够收集更丰富、更中肯的品牌识别信息； 45 个项目中有 25 个项目存在统计显着差距；与直觉相反的是，与现有的想法相比，消费者对品牌的看法截然不同。直接影响是，内部品牌运营商可能会患上冒名顶替综合症；信息不对称可能在品牌认知中发挥核心作用；而且品牌缺乏象征性和励志性的功能。

原创性/价值

这项工作提供了一个原始模型来分析和评估品牌形象形象差距，特别适合集体葡萄酒品牌，通过增加有关品牌形象问题的知识，为文献做出了贡献。