Disney, Amazon, Apple Are Most 'Authentic' Brands (http://www.mediapost.com/publications/article/273403/disney-amazon-apple-are-most-authentic-brands.html)
In the
above article, Marketing Daily writer Tanya Gadzik (2016) claims that, on a
global level, Disney, Amazon, and Apple come out on top as some of the most “authentic”
brands. She states that companies were analyzed on the following: “[the brand] must
be perceived as reliable, respectful and real” (Gazdik, 2016, para. 4). An
organization that is open and honest will be perceived as more authentic.
Gazdik quoted Andrew Escott, a global corporate practice leader, stating “[The
top brands] have in common an ability to talk to consumers in a genuine honest
and meaningful way but most importantly one that reflects a real consumer
experience” (2016, para. 5). Corporate Social Responsibility was also a factor
in the consumers’ rankings of the brands as “authentic.”
Corporate Social Responsibility
(CSR), reputation, and authenticity all go hand-in-hand, especially when it
comes to global practices. Aksak, Fergusen, and Duman state that “For
consumers, CSR has become a tool to determine reputable companies and then to
develop relationships with them” (2015, p. 1). In addition, Aksak et. al. state
that “consumers make purchasing decisions based […] on social reason, such as
how a company’s CSR efforts influence consumers as members of a community” (2015,
p. 2). Therefore, it can be assumed that if a company is open and honest about
its CSR practices, stakeholders will feel more engaged and loyal toward the
brand.
Also fitting into this idea is the theory of authenticity, as outlined in Molleda & Roberts’ (2008) article about the value of authenticity. The authors explain, “People want authentic stories about authentic people” (2008, p. 158). CSR leads to authenticity because it can show true care from the brand to the world surrounding the brand. For example, we can look at Disney, one of the authentic brands cited above. At Walt Disney World in Orlando, Florida, the company has partnered with Give Kids the World, an organization that provides “the trip of a lifetime” to local children living with life-threatening illnesses. Disney provides a vacation to its theme parks, but also encourages its employees to volunteer with Give Kids the World in a variety of ways. This partnership shows Disney’s commitment to the local Central Florida community, and its commitment to helping children living with illnesses. This partnership fits in with Disney’s “brand image” of bringing magic to families.
Also fitting into this idea is the theory of authenticity, as outlined in Molleda & Roberts’ (2008) article about the value of authenticity. The authors explain, “People want authentic stories about authentic people” (2008, p. 158). CSR leads to authenticity because it can show true care from the brand to the world surrounding the brand. For example, we can look at Disney, one of the authentic brands cited above. At Walt Disney World in Orlando, Florida, the company has partnered with Give Kids the World, an organization that provides “the trip of a lifetime” to local children living with life-threatening illnesses. Disney provides a vacation to its theme parks, but also encourages its employees to volunteer with Give Kids the World in a variety of ways. This partnership shows Disney’s commitment to the local Central Florida community, and its commitment to helping children living with illnesses. This partnership fits in with Disney’s “brand image” of bringing magic to families.
So what makes a brand authentic? Good CSR and reputation are a great start.
Aksak, E. O., Ferguson, M. A., & Duman, S. A. (2015, in press). Corporate social responsibility and CSR fit as predictors of corporate reputation: A global perspective. Public Relations Review.
Gazdik, T. (2016, April 14). Disney, Amazon, Apple Are Most 'Authentic'
Brands. Retrieved from
http://www.mediapost.com/publications/article/273403/disney-amazon-apple-are-most-authentic-brands.html
Molleda, J-C., & Roberts, M. (2008). The value of “authenticity” in “glocal” strategic communication: The New Juan Valdez Campaign. International Journal of Strategic Communication, 2, 154-174.
