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However, Target has had many strategic inconsistencies.
Target often advertises their products in a more glamorous light then is actually seen on store floors. This inconsistency between perception and reality can cause many consumers to doubt Target’s brand promise “Expect More. Pay Less.” Target should create advertising that markets fashion in a way that doesn’t miscue consumers’ perception. Continuous inconsistencies in merchandise decreases brand reputation. Consumers should know what to expect each time they enter a Target store. Target’s brand promise in advertising should equal the brand promise presented in stores...
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