Purpose The brand identity–image gap is a well-known marketing field. However, very little academic work has been done within the wine industry regarding collective brands. With the aim of filling this gap, this paper analyzes and describes the relationship between identity and the image of Bordeaux wines. It is intended as a collective wine brand. Design/methodology/approach From a positivist–functionalist perspective, a 45-question survey has been administered online to N = 53 internal brand operators (winery owners or managers) and to N = 655 external consumers (mainly focusing on 18–25 year-old segment). Nonprobabilistic sampling techniques have been used. Questions were structured within a semantic opposition. Findings Data analysis has shown that the nine-dimension model (physical, personality, culture, self-image, reflection, relationship, positioning, vision and heritage) is capable of collecting a richer and more pertinent set of information concerning the brand identity; statistically significant gaps have been found in 25 out of 45 items; counterintuitively, the consumers have a very different opinion about the brand compared with existing ideas. Direct implications are that internal brand operators may suffer from imposter syndrome; information asymmetry may play a central role in brand perception; and the brand lacks symbolic and inspirational functions. Originality/value Providing an original model to analyze and evaluate the brand identity–image gap, specifically adapted for collective wine brands, this work contributes to the literature by increasing the knowledge about brand identity issues.< Réduire