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Authenticity in Branding

Storer, Heather J.
http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1366662430

Abstract Details

2013, Master of Fine Arts (MFA), Ohio University, Graphic Design (Fine Arts).
It seems as though the practice of branding has become an art of deception. While there is no simple solution to a “quest for authenticity,” there is merit to further exploration and investigation of the idea of authenticity as it relates to branding. We live in an age where a product is not simply sold for product’s sake, but along with that product we are confronted with ideas about lifestyle, personality, history, experience, community, etc. Consumers are attracted to the story-telling aspect of brands; it helps us relate to a product and draws our attention and loyalties. However, consumers also expect some level of honesty from a company…some degree of truth. Finding the place at which "truth" and "story" can overlap will prove to be valuable to both consumers and designers. Consumers will have a heightened awareness of their participation in viewing and interpreting brand messaging as well as a greater attentiveness to brand story-telling devices such as nostalgia. Designers will have a greater consideration for the tactics used in creating brand messaging and how their aesthetic decision-making has such a strong effect on consumer beliefs.
Sherry Blankenship (Advisor)
Don Adleta (Committee Member)
64 p.
Design; Marketing
graphic design; branding; authenticity; nostalgia; deception; truth telling; story telling; advertising; marketing; experience-driven; packaging design; consumerism; consumer beliefs; architecture; fake

Recommended Citations

Citations

  • Storer, H. J. (2013). Authenticity in Branding [Master's thesis, Ohio University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1366662430

    APA Style (7th edition)

  • Storer, Heather. Authenticity in Branding. 2013. Ohio University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1366662430.

    MLA Style (8th edition)

  • Storer, Heather. "Authenticity in Branding." Master's thesis, Ohio University, 2013. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1366662430

    Chicago Manual of Style (17th edition)

ohiou1366662430
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© 2013, all rights reserved.
This open access ETD is published by Ohio University and OhioLINK.