BRAND MANAGEMENT AND THE CHALLENGE OF AUTHENTICITY

Abstract

The aim of this article is to provide an overview of the challenges that the widespread demand for authenticity presents for brand managers. To downplay their overt marketing power, brand managers need authenticity and place their brands within communities and subcultures instead. Brands, though still meeting the needs of members, should become community members and cater to more timeless values. Studies on how brands establish images of authenticity are required. Case histories based on multiple brand data sources are also needed. There is a need for research into how authenticity is viewed by consumers. Brand managers must open their brands to members of the community, downplay their overt marketing capacity, and cater to the timeless values of the community. Brand managers should decouple and downplay their true business acumen instead of catering to societal norms.