Why perceptions of brand integrity matter
The challenge of credible place branding
Brand authenticity
"consumers choose to buy or not buy based on how real they perceive an offering to be” (Gilmore & Pine ll, 2007, p. 1). Companies appears to have detected this consumer desire for the real and for the authentic, and have responded by using the word ”authentic” at random when they describe their own products and brands in advertising campaigns. “Authentic Mexican Food” (appendix 6), “Authentic Tools” (Appendix 7) etc. The word has invaded branding campaigns in close to every kind of B2C business in the market. But the fact that a company has to say it is authentic proves that it is in fact inauthentic (Gilmore & Pine ll, 2007), which reveals a lack, in some companies’, understanding of the meaning of the word, and consequently also in how brand authenticity can be rendered in the consumers’ perception.
http://pure.au.dk/portal-asb-student/files/69756266/Brand_Authenticity_f_rdig.pdf
"Authentic brands have a “powerful mystique or aura” (Beverland, 2009, p. 37) through which they connect with their customers in a deeper way compared to conventional brands."
"Mass-marketed objects are often perceived as inherently untrue, because they serve the commercial aims of the manufacturer, rather than pursuing higher and more universal values. In addition, products comply with economies of scale and thus are replicated to reach wide markets, while the authentic object is a unique piece that is almost artistic (Leigh, Peters, & Shelton, 2006)"
http://www.cluteinstitute.com/ojs/index.php/JABR/article/viewFile/9240/9279
Authenticity subverts Mass Production
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