Changing brand perceptions: Nespresso’s efforts to be perceived as a sustainable coffee brand

Abstract: Purpose: The purpose of this paper is to analyse the misalignment between brand vision and brand image. Particular emphasis is placed upon the role of customers’ perceptions when it comes to shaping the brand image. Literature review: The analysis of the misalignment between brand vision and brand image was based on the theories of brand perception and on the vision-image gap as well as on cognitive psychology factors. Furthermore, the communication process model was applied. Methodology: A mixed approach is used, where the main focus lies on qualitative data with quantitative elements to strengthen the arguments. A case study of Nespresso’s sustainability communication is presented to investigate the misalignment between the brand vision and the brand image. Findings: The findings of this paper show that the misalignment between brand vision and brand image can have several reasons. Cognitive psychological factors play an important role in the communication process and need to be considered by brand managers when developing communication. Research limitations: The research paper is based on only one company and the survey was based on a fairly homogenous group. Original/value: The originality of the paper derives from the analysis of how cognitive psychology affects brand communication.