Because consumers want a brand to be authentic (cf. Brown, Kozinets, & Sherry, 2003, p. 21; Schallehn, 2012, p. 10), brands are under pressure to be in accordance with this need. Especially when acting on a diverse and particularly saturated market, it is important for every company to distinguish itself from the market place. This distinction can be accomplished by providing confidence or trust (cf. Schallehn, 2012, p. VII). “A relatively new approach, which is aimed at strengthening this
brand trust, is the concept of brand-authenticity” (Schallehn, 2012, p. VII).
But what exactly makes a brand authentic? This question divides authors. There are several approaches which define multiple ways of what can make a brand authentic.
We assume that most of these theories do not contradict and can be used parallel, something we will show with the example of the 1976 founded British cosmetics producer and franchisor THE BODY SHOP. For this we exemplary examine THE BODY SHOP’s authenticity by comparing the company’s
communication activities to the core authenticity theories. In doing so we want to figure out if THE BODY SHOP can be seen as authentic in light of the literature. It is not our intention to prove if the company is subjectively or perceived authentic.
For this purpose we firstly clarify how authenticity becomes apparent (see chapter 2). Afterwards we shortly introduce THE BODY SHOP’s five core values (see chapter 2.2.), because they are the basis for all the company’s communication activities. Then we introduce several theories (see chapter 3)
which show different models of what makes a brand authentic. And in addition we apply the appropriate theories to THE BODY SHOP’s communication activities concerning the company values (see chapter 3).
Table of Contents
1. Introduction
2. Authenticity and THE BODY SHOP
2.1 Theoretical perspectives
2.2 The BODY SHOP’s five core values
3. Proofing THE BODY SHOP’s authenticity
3.1 Attributes of authenticity
3.1.1 Originality
3.1.2 Quality commitment and credibility
3.1.3 Heritage and style persistence
3.1.4 Scarceness
3.1.5 Sacredness
3.1.6 Purity
3.1.7 Interim finding
3.2 Authenticity made by storytelling
3.2.1 Story of conflict
3.2.2 Story of founding
3.3 Indexical & iconic authenticity
3.3.1 Indexical authentic
3.3.2 Iconic authentic
3.3.3 Interim finding
3.4 Authenticity provides/ creates control, connection & virtue
3.4.1 Control
3.4.2 Connection
3.4.3 Feeling virtuous
3.4.4 Interim finding
4. Summary and Conclusion
Objective and Core Themes
The primary objective of this study is to examine the brand authenticity of the British cosmetics company THE BODY SHOP by analyzing its communication activities against established academic authenticity theories. The study seeks to understand how the company's commitment to its core values and its strategic brand storytelling contribute to consumer perceptions of authenticity.
- Theoretical analysis of brand authenticity concepts and models.
- Examination of THE BODY SHOP's five core values and their implementation.
- Evaluation of brand storytelling, focusing on conflict and founding narratives.
- Assessment of indexical and iconic authenticity cues in marketing communications.
- Analysis of consumer identity benefits including control, connection, and virtue.
Excerpt from the Book
3.1.2 Quality commitment and credibility
The second characteristic is objective quality, credibility, honesty and the fit with customers expectation (cf. Liao & Ma, 2009, p. 101; Beverland, 2006, p. 254).
The element of quality commitment means the requirement of “uncompromising commitment to quality” (Beverland, 2006, p. 254) done for example by high investments in areas which are crucial towards the product’s quality or by intensive selection of the raw materials (cf. Beverland, 2006, p. 254). THE BODY SHOP produces its raw materials mainly in the countries of the appropriate products’ origin. The reason is that the products’ quality profits of expert knowledge of the appropriate producers that was developed over the long term. For example, Shea nuts are produced in Ghana, Marula fruits the company sources from Namibia, Aloe plants are grown in Guatemala and Tea Tree leaves come from Kenya (“CommunityFairTrade,” n.d.). Besides, all raw materials are produced considering the company’s five core values. That means, the Nepalese paper supplier for example uses only “natural and recycled materials like cotton fabric, Banana tree stems, Water Hyacinth and Jute, uses non-toxic dyes, has its own water treatment plant to treat its waste water, employs more women than men and pays women the same wages like male employees (“Paper,” n.d.).
Thus, THE BODY SHOP can be seen as authentic in matters of quality commitment.
Summary of Chapters
1. Introduction: Outlines the research problem regarding brand authenticity in a saturated market and introduces THE BODY SHOP as the exemplary case study.
2. Authenticity and THE BODY SHOP: Provides a brief overview of predominant authenticity theories and details the five core values that drive the company's philosophy and communication.
3. Proofing THE BODY SHOP’s authenticity: Tests the company's communication against academic frameworks, specifically evaluating attributes like originality, storytelling, semiotic cues, and the creation of consumer identity benefits.
4. Summary and Conclusion: Synthesizes the findings, concluding that THE BODY SHOP effectively projects authenticity through its adherence to core values, despite challenges in visual consistency and mass-market positioning.
Keywords
Brand Authenticity, THE BODY SHOP, Marketing Communication, Corporate Values, Storytelling, Indexical Cues, Iconic Cues, Consumer Perception, Sustainability, Ethical Marketing, Originality, Brand Credibility, Consumer Identity, Fair Trade, Green Pioneer
Frequently Asked Questions
What is the primary focus of this study?
The study investigates whether THE BODY SHOP can be perceived as an authentic brand based on its communication activities and its alignment with core ethical values.
What are the main thematic areas covered?
The main themes include theoretical frameworks of authenticity, the impact of corporate core values on brand perception, the role of storytelling, and the semiotic analysis of marketing communication.
What is the core research objective?
The objective is to examine THE BODY SHOP's authenticity by comparing its actual communication practices against established academic models of brand authenticity.
Which methodology is utilized in this paper?
The authors utilize a theoretical analytical approach, applying diverse academic authenticity models (e.g., Liao & Ma, 2009; Beverland, 2006; Grayson & Martinec, 2004) to evaluate the company's communication content.
What topics are discussed in the main part of the document?
The main section covers the analysis of six attributes of authenticity, the role of organizational storytelling (conflict and founding), the evaluation of indexical and iconic cues, and the provision of identity benefits to consumers.
Which keywords best describe this research?
Key terms include brand authenticity, corporate values, marketing communication, ethical branding, storytelling, and consumer connection.
How does THE BODY SHOP utilize its founder's story?
The company leverages the story of Anita Roddick to build heritage and provide a human connection, positioning her as an activist whose personal convictions drive the company's ethical business conduct.
Does the study confirm THE BODY SHOP as completely authentic?
The study concludes that while the brand is largely perceived as authentic, it faces potential issues with visual consistency and its mass-market operations, which can sometimes contradict perceptions of purity or scarcity.
- Quote paper
- B.A. Katharina Maute (Author), Jennifer Borchers (Author), 2013, What makes a brand authentic? The example of "The Body Shop", Munich, GRIN Verlag, https://www.hausarbeiten.de/document/211639
