This dissertation`s main objective was to test the applicability of the Gaps Model to identify differences in perception between the clients and the managers of a company not driven by the marketing principles, in relation to the reputation of its brand and services. The paper presents the focal firm in detail and describes the main concepts of brand, service and marketing services and the relation between them. The method is based on the measurement of the customers’ perceptions related to the attributes of the company`s brand and services, which are contrasted with the perceptions of its managers. In this regard two field surveys are used, one being global and the other restricted to the firm’s clients in Brazil. The main focus of this work is the local research. The results of both surveys were the basis for determining the level of similarity of the raised perceptions, according to measurements based on quantitative scales. The adopted gaps model helped to demonstrate that, despite the company s good reputation in terms of its brand and the provided services, the researched customer`s perception differs in many areas on that envisioned by the enterprise’s managers. This result confirms the importance of market research for the proper monitoring of the brand and the services level of an institution. In order to minimize the gap between presumed and obtained perceptions, some suggestions are presented for practisers and managers, and further research on the topic also suggested.