Brand Authenticity

The document discusses authentic brands in Australia and identifies characteristics of authentic brands. It analyzes data on consumer perceptions of brand authenticity. Highly authentic brands are original, confident in their beliefs, do what they say, and are relatable. Authentic brands with strong advocacy from consumers tend to outperform others. Examples are given of brands like Vegemite, Billabong, Google, Bunnings, and Westpac that demonstrate authenticity. The conclusions emphasize that brands need clarity of purpose, an authentic business model, progress while preserving core values, and courage to stay true to their origins.