Research Challenges for Brand Authenticity

The paper outlines the four most important research challenges for brand authenticity. Brand authenticity has come of age and there is an urgent need to overcome a set of dichotomies that create a brand strategy fog, surrounding the whole brand authenticity discourse in theory and practice. The following dichotomies are discussed: real versus perceived brand authenticity, brand origin versus country of origin, craftsmanship versus industrial brand heritage and premium versus luxury brands.