ABSTRACT
This chapter considers the theoretical origins of a move towards an understanding of identity as projective and dynamic. It focuses on the emphasis on the co-creation of brands and negotiation as part of creating authentic brands. A riparian-type conception is also articulated by L. Edwards who proposes a new definition and understanding of public relations activity as a flow of purposive communication between individuals, formally constituted groups, informally constituted groups, and other social entities. Emotional aspects of branding are increasingly being acknowledged as an important factor in brand success, with brands conceptualised as having both an emotional and a functional realm. Experiential activities which bring brands to life by engaging all the senses in activities which reflect brand values have gained traction in brand marketing literature. For M. Beverland the ability to be authentic comes from avoiding traditional, polished, representational, top-down controlled branding and instead comes from imbuing brands with ‘a warts and all humanity’.
