Yeti Identity and Image Gap

The goal of this project was to effectively identify and explain the image and identity brand gap for Yeti. Brand identity is the way the company wants to be perceived and is developed through their communication materials and brand promise. In comparison, brand image is the way the company is viewed by consumers. This is often based on personal consumer experiences. 

Yeti is a cooler and drinkware company that is popular for their high quality and durable products. To identify the image and identity, I researched the brand and conducted interviews with consumers. Overall, the company’s identity and image are fairly similar. The gap appears in the split view of the target market and the lack of knowledge about the brand’s ethic and values. This issue can be corrected by re-evaluating their target marketing and brand persona. Once those factors have been re-identified, their advertising tactics should be altered accordingly.