ABSTRACT

Brand authenticity can be seen from different perspectives: objectivist in which authenticity is ‘an objectively measurable quality of an entity’; constructivist where authenticity is a projection of one’s own beliefs and expectations onto an object; and existentialist in which authenticity is about being true to one’s self. Authenticity is often used as a commercial asset and may have critical socio-promotional impact through normalising certain versions of ‘authentic’ self-identity via consumption and promotional practices. The brand wheel is a tool used extensively by brand consultants and brand managers to map out brand values and behaviours for organisations. It is also beginning to be used by academics as a technique for visualising aspects of branding. Users of authentic brands feel they have the power to ensure that customer promises are delivered, and even to help direct what those promises should be, and they therefore wield significant power over the brand.