BMC-06 · Brand model · WCRC Brand & Marketing Codex
Promise Gap Model
What is the gap between what we say and what we deliver?
What it is
Compares the promise the brand makes in its positioning with what customers experience at each touchpoint.
Built on the WCRC 50-parameter model · parameters used
- P1.1Positioning clarity
- P3.1Perceived quality
- P3.3Customer experience
- P3.4Promise delivery
- P3.7After-sales quality
- P3.9Supply chain reliability
Components
- Promise score
- Delivery score by touchpoint
- Gap per touchpoint
- Damage ranking
How it is scored
Gap = promise score (P1.1) minus delivery score, per touchpoint. Damage = gap × touchpoint importance.
Where and when to apply
- Complaints rising while advertising stays positive
- Service-heavy categories: telecom, banking, airlines, e-commerce delivery
- Before adopting a new brand promise or tagline
Simulation · what-if
If after-sales quality rises 5 points, the delivery score rises 1.0 and the after-sales gap to the promise narrows by 5. Any touchpoint more than 10 points below the promise is flagged as damaging.
Indicative, all else unchanged. Your actual reading comes from a WCRC assessment.
What the client gets
Promise gap map by touchpoint, ranked by damage
Taught at WCRC School of Business
India lens
Score delivery in small towns separately; service and after-sales gaps often widen outside metros.
Measured in
WCRC Brand & Marketing Codex · Consulting
Put the Promise Gap Model to work on your brand
WCRC runs the model on your own brand, benchmarked against five named competitors, from one primary assessment on the 50-parameter MegaBrands framework. You get the reading, the gaps and a plan your team can act on.
Or write to consulting@wcrcint.com