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 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.