"When a Brand Stands Up for Racial Justice, Do People Buy It?"

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    Social Authenticity Social authenticity is about the brand's alignment with its social values and its commitment to social responsibility. A brand that is socially authentic is one that is seen as genuine and sincere in its support for social causes. Assessing Levi Strauss's Response Levi Strauss's response to the killing of Black people by police officers is a combination of the four types of responses identified in the article "When a Brand Stands Up for Racial Justice, Do People Buy It?":

• Atone: Levi Strauss acknowledges its own role in perpetuating racism and commits to taking steps to address this. For example, the company has announced a $1 million donation to the NAACP and other organizations working to advance racial justice.
• Allure: Levi Strauss appeals to consumers' emotions and values by highlighting the importance of racial justice and the need for collective action. For example, the company's statement on its website states that "we stand with the Black community and all who are fighting for racial justice."
• Acknowledge: Levi Strauss acknowledges the pain and anger that many people are feeling in the wake of the killings. For example, the company's statement states that "we recognize that these are difficult times for many people, and we want to express our solidarity with those who are most impacted."
• Advocate: Levi Strauss calls for action to address racial injustice. For example, the company's statement states that "we urge our leaders to take action to address the root causes of racism and violence in our country."

Conclusion Levi Strauss's response to the killing of Black people by police officers is an example of a brand taking a stand on a social issue. The company's response is authentic because it is consistent with its brand values and its commitment to social responsibility. Levi Strauss is a brand that has a long history of standing up for social justice, and its response to the recent killings is consistent with this history. Does Levi Strauss's Stand Make You More or Less Positive Toward the Brand? Levi Strauss's stand on racial justice makes me more positive toward the brand. I appreciate that the company is willing to take a stand on a difficult issue, and I am impressed by the company's commitment to making a difference. I am also more likely to purchase Levi's products in the future, because I know that the company is aligned with my values. Overall, I believe that Levi Strauss is a brand that is committed to social authenticity. The company's response to the killing of Black people by police officers is authentic because it is consistent with its brand values and its commitment to social responsibility.  

Sample Solution

   

Brand Authenticity and the Two Orientations

Brand authenticity is the degree to which a brand is perceived as being true to itself and its values. It is a complex concept that encompasses both corporate and social dimensions.

Corporate Authenticity

Corporate authenticity is about the consistency of a brand's actions and communications over time. It is also about the credibility of the brand's claims. A brand that is corporately authentic is one that keeps its promises and delivers on its brand experience.