Because consumers want a brand to be authentic (cf. Brown, Kozinets, & Sherry, 2003, p. 21; Schallehn, 2012, p. 10), brands are under pressure to be in accordance with this need. Especially when acting on a diverse and particularly saturated market, it is important for every company to distinguish itself from the market place. This distinction can be accomplished by providing confidence or trust (cf. Schallehn, 2012, p. VII). “A relatively new approach, which is aimed at strengthening this
brand trust, is the concept of brand-authenticity” (Schallehn, 2012, p. VII).
But what exactly makes a brand authentic? This question divides authors. There are several approaches which define multiple ways of what can make a brand authentic.
We assume that most of these theories do not contradict and can be used parallel, something we will show with the example of the 1976 founded British cosmetics producer and franchisor THE BODY SHOP. For this we exemplary examine THE BODY SHOP’s authenticity by comparing the company’s
communication activities to the core authenticity theories. In doing so we want to figure out if THE BODY SHOP can be seen as authentic in light of the literature. It is not our intention to prove if the company is subjectively or perceived authentic.
For this purpose we firstly clarify how authenticity becomes apparent (see chapter 2). Afterwards we shortly introduce THE BODY SHOP’s five core values (see chapter 2.2.), because they are the basis for all the company’s communication activities. Then we introduce several theories (see chapter 3)
which show different models of what makes a brand authentic. And in addition we apply the appropriate theories to THE BODY SHOP’s communication activities concerning the company values (see chapter 3).
Table of Contents
- 1. Introduction
- 2. Authenticity and THE BODY SHOP
- 2.1 Theoretical perspectives
- 2.2 The BODY SHOP's five core values
- 3. Proofing THE BODY SHOP's authenticity
- 3.1 Attributes of authenticity
- 3.2 Authenticity made by storytelling
- 3.3 Indexical & iconic authenticity
- 3.4 Authenticity provides/creates control, connection & virtue
- 4. Summary and Conclusion
Objectives and Key Themes
This paper aims to investigate what constitutes brand authenticity, using THE BODY SHOP as a case study. It examines whether THE BODY SHOP's communication aligns with established theories of brand authenticity. The study focuses on analyzing THE BODY SHOP's communication activities in relation to its core values and established theoretical frameworks, without aiming to determine subjective or perceived authenticity.
- Defining brand authenticity through various theoretical perspectives.
- Analyzing THE BODY SHOP's communication strategies in relation to its core values.
- Applying different models of brand authenticity to THE BODY SHOP's case.
- Exploring the relationship between brand authenticity and consumer perception.
- Examining how storytelling and visual communication contribute to brand authenticity.
Chapter Summaries
1. Introduction: This chapter introduces the central research question: What makes a brand authentic? It highlights the importance of brand authenticity in today's competitive marketplace and emphasizes the need for brands to build trust and confidence with consumers. The chapter establishes the methodology, outlining the use of THE BODY SHOP as a case study to explore various theories of brand authenticity and analyze the company's communication activities to determine if it can be considered authentic based on the existing literature. The chapter also provides a brief overview of the structure of the paper.
2. Authenticity and THE BODY SHOP: This chapter begins by examining how authenticity becomes apparent to consumers, emphasizing the role of consumer perception and communication in shaping brand authenticity. It then introduces the concept of THE BODY SHOP as a brand and its extensive communication channels, setting the stage for analyzing the company's communication activities against various theoretical models of authenticity. It presents a broad overview of prominent authenticity theories in cultural science and establishes a common thread: authenticity encompasses what is genuine, real, and true. Finally, this chapter introduces THE BODY SHOP's five core values, which form the foundation for all of the company's communication efforts, positioning them as a central element in assessing the brand's authenticity.
3. Proofing THE BODY SHOP's authenticity: This chapter delves into several theories of brand authenticity and applies them to THE BODY SHOP's communication strategies. It examines various attributes of authenticity, such as originality, quality commitment, heritage, and scarcity, and assesses how THE BODY SHOP's communication reflects these attributes. Further, the chapter explores how storytelling, specifically through narratives of conflict and founding, contributes to the brand's image of authenticity. Additionally, the role of indexical and iconic authenticity in the perception of THE BODY SHOP is discussed, considering how the brand uses signs and symbols to communicate its values. The chapter analyses how THE BODY SHOP's communication builds control, connection, and a sense of virtue for consumers.
Keywords
Brand authenticity, THE BODY SHOP, consumer perception, communication strategies, core values, storytelling, indexical authenticity, iconic authenticity, theoretical perspectives, trust, confidence.
Frequently Asked Questions: A Comprehensive Language Preview
What is the main topic of this language preview?
This preview provides a structured overview of a paper investigating brand authenticity, using The Body Shop as a case study. It examines how The Body Shop's communication aligns with theoretical frameworks of brand authenticity and analyzes its communication strategies in relation to its core values.
What are the key themes explored in this paper?
Key themes include defining brand authenticity through various theoretical lenses, analyzing The Body Shop's communication strategies, applying different models of brand authenticity to The Body Shop, exploring the relationship between brand authenticity and consumer perception, and examining how storytelling and visual communication contribute to brand authenticity.
What is the structure of the paper?
The paper is structured into four chapters: an introduction, a chapter exploring authenticity and The Body Shop (including its core values), a chapter analyzing The Body Shop's authenticity using various theoretical frameworks (including storytelling, indexical and iconic authenticity), and a concluding chapter. The preview also includes a table of contents, objectives and key themes, chapter summaries, and keywords.
What theoretical perspectives are considered in the analysis of The Body Shop's authenticity?
The paper draws upon various theoretical perspectives from cultural science to define and analyze brand authenticity. These perspectives are applied to examine how The Body Shop's communication strategies reflect attributes of authenticity such as originality, quality commitment, heritage, and scarcity.
How does The Body Shop's communication contribute to its perceived authenticity?
The paper examines how The Body Shop utilizes storytelling, particularly narratives around its founding and conflicts, to build an authentic brand image. It also investigates the role of indexical and iconic authenticity—the use of signs and symbols—in communicating its values and creating a sense of control, connection, and virtue for consumers.
What is the methodology used in this paper?
The paper uses The Body Shop as a case study to explore various theories of brand authenticity. It analyzes The Body Shop's communication activities to determine if it can be considered authentic based on existing literature, focusing on its communication strategies and core values without aiming to determine subjective or perceived authenticity.
What are the key findings or arguments presented in the preview?
The preview highlights the importance of brand authenticity in building consumer trust and confidence. It argues that The Body Shop's communication strategies can be analyzed through various theoretical frameworks to assess its authenticity. The analysis focuses on how the brand’s communication reflects its core values and utilizes storytelling and visual cues to shape consumer perception.
What are the keywords associated with this paper?
Keywords include: Brand authenticity, The Body Shop, consumer perception, communication strategies, core values, storytelling, indexical authenticity, iconic authenticity, theoretical perspectives, trust, confidence.
- Quote paper
- B.A. Katharina Maute (Author), Jennifer Borchers (Author), 2013, What makes a brand authentic? The example of "The Body Shop", Munich, GRIN Verlag, https://www.grin.com/document/211639
