Authentic BrandFeedback.png


Definition

An authentic brand is one that delivers on its promises in a sincere and engaging way. It is clear and consistent about what that brand stands for and is culturally relevant to its target market. According to a survey of 1,000 consumers cited in an August 2014 Marketing Week article, the eight values that make up an authentic brand are "the abilities to be genuine, original, unique, expert, visionary, passionate and honest, and finally integrity."[1]

References

  1. ^ Marketing Week. How to Be an Authentic Brand. 19 August 2014. <http://www.marketingweek.com/2014/08/19/how-to-be-an-authentic-brand/> (cited 12 November 2014).

NewComment.png
We welcome comments that will help us improve the precision and clarity of our definitions. To submit a suggestion, please click on the Add Discussion bar below.
Notes:
  • Comments are limited to registered users of this site. Click “Join” at the top right hand side of this page to apply.
  • If you would like to suggest a new marketing definition or have a general comment, please visit our home page.