Brand authenticity has always been envisioned as a core element of marketing strategy. In recent times, however, with the onset of constant advertisements and messages created to target specific audience members, brand authenticity has been highlighted much more.

Brands that are considered authentic inspire customer loyalty, directly influencing their respective sales. But what exactly is brand authenticity? Ironically, the point-blank meaning of what is viewed as the backbone of modern marketing is still up for debate among scholars. With reference to Morhart et al., 2015- Brand authenticity is ‘the extent to which consumers perceive a brand to be faithful and true toward itself and its consumers, and to support consumers being true to themselves’. We can sum up by suggesting that customers usually flock towards products that are more relatable and we dare say, traditional.

While many famous market names are celebrated among the majority for reflecting values, being economically viable, and standing up for social causes, a minority also stands to vehemently oppose the idea of linking such names with authenticity.

Based on a rather fascinating article from Emerald Insight, many companies in the craft beer market advertise traditional methods of production, while opting out of including the current, industrial aspects that are truly at the heart of modern manufacturing.

For some, this idea might seem ethically wrong. But for others, it may just be highlighting one aspect of what the brand stands for. Many studies have shown that authenticity can present itself in a multitude of ways (Lu et al., 2015). The concept of authenticity has shifted from being just a genuine product; it is now rooted in what a brand firmly believes in.

It thus becomes crucial for brands to highlight their core values through a variety of campaigns. There is a reason many names like Dabur, Parle G, Colgate, have managed to stick around for the long haul.

In the midst of this argument, one cannot negate the fact that there are new and upcoming names in the industry who have managed to stand out splendidly. One prime example of this is The Whole Truth Foods, a name that hit us out of nowhere, but has now established itself as one of the premium brands sought after for honest, healthy, and clean eating.

With a marketing strategy that focused on providing the consumer with product insight, The Whole Truth has established a strong base for itself.

So really, brand authenticity and the meaning behind it is really subjective. As a brand, popularise yourself the way you want to. And as a customer, choose a brand that suits you and you alone.