Why do gaps between the brand's image and its identity emerge?

A) Firms fail to deliver on promises to customers
B) The brand's marketing is inconsistent with the brand's identity
C) The brand's users do not fit the identity
D) All of these

Gaps between a brand's image and its identity can emerge due to a combination of factors: firms failing to deliver on promises to customers, inconsistent marketing efforts that do not align with the brand's identity, and the brand attracting users who do not fit the intended identity. All these discrepancies contribute to the divergence between how a brand is perceived (image) and how it is intended to be perceived (identity).