How to Build Brand Authenticity: Jack Daniels
How to build brand authenticity?
Jack Daniel’s case.
Malgorzata Maria Wasyleczko
Advancaed brand Management
200887-3278
Introduction
In today’s world we can broadly observe an anti-brand discourse. People no longer think about large brands in a favourable way. While in the past the presnece of such brands were approved by the communities, now they are often blamed for a number of societal issues such as pollution, enviromental degradation, poverty, inequality, exploiting employees or overconsumption. This fact is partly caused by the traditional branding model which have failed for the sociocultural context with consumers who draw their identity (Beverland, 2009). As a result, a lot of brands are turning to such values as authenticity, sincerity and heritage. “The search of authenticity is one of the cornerstones of contemporary marketing” (Brown, 2003).
The first part of the following essay focuses on the nature of authenticity and how the marketers build a brand authenticity according to Beverland’s 7 criterias. The second part presents the case of Jack Daniel’s brand and it’s way of staying authentic but current at the same time and the comparison of the theory recommendations with the Jack Daniel’s strategy and pracitces.
The essay closes with a conclution part.
Theory
The term ‘authentic’ comes from a Latin word Authenticus and a Greek word Authentikos and means ‘worthy of acceptance, authoritative, trustworthy, not imaginary, false or imitation, conforming to an original’ (Cappannelli & Cappannelli 2004). This traditional view shows the important role of authorities or experts and that the authenticity was often part of the object, which was rare and unique (in the contrary to mass produced or everyday objects). According to the literature authenticity can be connected to the object, come from a relation between object and historical period/ organization form/ nature, or be given to an object by marketers and consumers (Beverland,
Jack Daniel’s case.
Malgorzata Maria Wasyleczko
Advancaed brand Management
200887-3278
Introduction
In today’s world we can broadly observe an anti-brand discourse. People no longer think about large brands in a favourable way. While in the past the presnece of such brands were approved by the communities, now they are often blamed for a number of societal issues such as pollution, enviromental degradation, poverty, inequality, exploiting employees or overconsumption. This fact is partly caused by the traditional branding model which have failed for the sociocultural context with consumers who draw their identity (Beverland, 2009). As a result, a lot of brands are turning to such values as authenticity, sincerity and heritage. “The search of authenticity is one of the cornerstones of contemporary marketing” (Brown, 2003).
The first part of the following essay focuses on the nature of authenticity and how the marketers build a brand authenticity according to Beverland’s 7 criterias. The second part presents the case of Jack Daniel’s brand and it’s way of staying authentic but current at the same time and the comparison of the theory recommendations with the Jack Daniel’s strategy and pracitces.
The essay closes with a conclution part.
Theory
The term ‘authentic’ comes from a Latin word Authenticus and a Greek word Authentikos and means ‘worthy of acceptance, authoritative, trustworthy, not imaginary, false or imitation, conforming to an original’ (Cappannelli & Cappannelli 2004). This traditional view shows the important role of authorities or experts and that the authenticity was often part of the object, which was rare and unique (in the contrary to mass produced or everyday objects). According to the literature authenticity can be connected to the object, come from a relation between object and historical period/ organization form/ nature, or be given to an object by marketers and consumers (Beverland,
Bibliography: Beverland, M (2009), Building Brand Authenticity. Beverland, M (2005), Crafting Brand Authenticity: The Case of Luxury Wines, Journal of Management Studies. Drummond, S (2008), ‘You Don’t Know Jack’, Marketing. Peterson, R (2005), In search of Authenticity, Journal of Management Shelton, Peters, Leigh (2006), The consumer quest for authenticity, Journal of The Academy of market Science www.jackdaniels.com http://management.fortune.cnn.com/2011/12/08/jack-daniels-jim-stengel-grow/ http://www.adweek.com/news/advertising-branding/ad-day-jack-daniels-133454