What is the concept of brand authenticity?

[Kera]

I have heard people say that a brand has to be authentic in oder to drive customer loyalty.

What does it actually mean for a brand to be authentic? What are the practical measures that a business can take to make it's brand to be authentic? What are the benefits of brand authenticity?

 

[eLdavis]

These days people are always attracted to something that is new and unique. Brand authenticity helps makes your brand genuine from every other brand.

 

[Suba]

The concept of authentic brand is a brand that is presented in an original, transparent and honest way, so an authentic brand can increase customer trust and strengthen consumer loyalty.

 

[Nomad]

People might buy at once but they will not buy again and again unless they establish trust with the brand and trust. This happens through brand authenticity