ABSTRACT
This research extends prior work on celebrity brands to focus on the issue of how authenticity is constructed, communicated and managed in the manufacturing of celebrity. Using a case study approach, this paper explores the branding of contemporary artist-activist Ai Weiwei, who has emerged as a heroic celebrity figure. We find that authenticity is key to this brand narrative and is derived from a unique vision of the world which is amplified, reproduced and co-created to create emotional engagement. We argue that by analysing the celebrity brand as a corporate brand, a more holistic understanding of what constitutes an ‘authentic celebrity’ can be attained.
