Lecture 3 - Authentic Brands Flashcards
BEVERLAND, 2009
“Brand authenticity is a better predictor of purchase intentions than brand love, trust and credibility”
PRINCIPALS-SYVATENO, 2008
“[Authentic] brands are more likely to attract a higher share of big spending consumers and gain word-of-mouth support”
Definition of an authentic brand
An authentic brand is one that “consumers believe is ‘real’, is driven by quality leadership, has a heritage grounded in a distinct time and place, and is imbued in sincerity”
(BEVERLAND, 2005: 18)
How should consumers approach fitting into a subculture?
Talk to members Discover how they live Learn how they dress Learn how they act Learn how they speak
Why do consumers want authentic brands?
- Institutions who define us are in decline (ARNOULD & PRICE, 2000)
- Consumers desire symbolic value
- Consumers use brands to communicate who we are to ourselves and others.
What are the 3 processes that drive our desire to search out authentic brands and communicate our authentic sense of self?
ARNOULD & PRICE, 2000.
GLOBALISATION
DETERRITORIALIZATION
HYPER REALITY
How is GLOBALISATION driving our desire to search out authentic brands?
- Global forces impinging on local culture.
- Key references for our regional identity become contentious - look to define who we are by what we consume rather than who we aren’t by our place in the world.
How is DETERRITORIALIZATION driving our desire to search out authentic brands?
- Aspects of local cultures becoming global
- Thing people use to form their identity now become widely shared, losing their efficacy.
How is HYPER REALITY driving our desire to search out authentic brands?
- Barrage of images and lifestyles we struggle to distinguish what is real and what is fake.
- Seek something real to consume.
How is consumer cynicism affecting the drive to search out authentic brands?
HOLT 2002
“Consumers aware of how marketing and organisations operate to sell us things”.
OBERMILLER AND SPANGENBUG 1998
“We are aware that organisations latch onto changes in consumer demand in order to make a quick buck”.
BEVERLAND 2009
“Big brands are treated as parasites”.
We look for brands that are able to mask their commercial motivations.
Who hypothesised the 6 ways in which authentic brands are built and what are they?
BEVERLAND, 2009
1) Storytelling
2) Appear as artisanal amateurs
3) Sticking to your roots
4) Love the doing
5) Market immersion
6) Being at one in the community
How does STORYTELLING build an authentic brand?
“Authentic brands are simply a collection of stories” - BEVERLAND, 2009.
Cultures tell stories and act as a religious text.
“Consumers look to sustain a particular personal narrative too” - GIDDENS, 1991.
What are they 9 types of story that brands can tell to build an authentic brand?
1) FOUNDING
2) CONFLICT & STRUGGLE
3) FAMILY (Ferrari, Honda, Krug)
4) TRIUMPH & TRAGEDY (Apple & Dyson)
5) CREATION (Coco Chanel, Steve Jobs)
6) HISTORY (Volkswagen, Quiksilver)
7) COMMUNITY (Patagonia)
8) PLACE (Bordeaux, Tennesse, Detroit)
9) CONSUMERS (football clubs revealing fans’ passion)
Describe and name an example of a FOUNDING story?
Explains how it started and its ethos.
Non commercial.
PATAGONIA:
- Wanted to make clothes for myself and friends
- Lead user innovation model.
- Promotes a story without commercial gains being evident, want to give.
Describe and name an example of a CONFLICT story?
Tell stories about contestations between others, themselves, authorities, competitors, nature and technology.
VIRGIN & BEN AND JERRY’S.
Stories of inequality are successful as their struggle becomes ours. Archetypal stories siding with the underdog win users over.
Describe and name an example of a FAMILY story.
How the organisation creates a sense of stewardship.
HONDA
Describe and name an example of a TRIUMPH AND TRAGEDY story?
Success stories, struggle for acceptance humanises the brand.
APPLE AND DYSON (learn from failures)
Describe and name an example of a CREATION story?
How the brand, product or service emerges. Process of problem solving and love for craft.
COCO CHANEL & STEVE JOBS
Describe and name an example of a HISTORY story?
Role of the brands and people behind it. Increases heritage and institutional status.
VANS
Emergence of Californian counter culture. Derived from tennis shes, they became integral to the emergence of surfing and skateboarding, grounded to a distinct point in time.
Describe and name an example of a COMMUNITY story.
Role of the brand within a community.
PATAGONIA
Community as an organic grouping without commercial gain - enhances sincerity.
-Counter culture of sustainability movements.
-Defies convention.
-Want to hear other’s stories, Patagonia as a way of life and holder of memories.
Describe and name an example of a PLACE story.
Story of the brand’s place in the world. What is has done for those in that region.
KENCO COFFEE FARMERS (BRAZIL)
Describe and name an example of a CONSUMER story.
Personalised stories about consumers’ love for your brand, enhances authenticity.
FOOTBALL CLUBS REVEALING FANS AND THEIR PASSION.
Why does appearing as an ARTISANAL ARTISAN create an authentic brand?
- Amateurs do things because they love it rather than financial gain.
- Seen to produce better goods as they are viewed as high skilled crafts people who make things by hand.
- Artisans seen as sincere, caring, authentic.
What are the 3 methods to make your brand appear artisanal?
1) Emphasise craft tradition
- People taken craft skills into leisure fields.
2) No formal training
- Jack Daniels, 3 men burn charcoal to make whiskey
3) Anti-marketing
- Challenge to buy your good
