"When a Brand Stands Up for Racial Justice, Do People Buy It?"
Read "When a Brand Stands Up for Racial Justice, Do People Buy It?" located in the Topic 8 Resources. The authors wrote the article in response to the recent media attention around social justice initiatives triggered by the killing of Black people by police officers. The authors use the idea of "brand authenticity" as a way to gauge the sincerity of the brand as it relates to social issues. The authors assert that brand authenticity has two orientations, corporate (as defined by issues of continuity and credibility) and social (as defined by integrity and symbolism).
Read "The Price of Being Political" located in the Topic 8 Resources for an additional perspective on this topic.
Finally, read "We Stand With the Black Community" located in the Topic 8 Resources. Levi Strauss is an iconic American brand. The president of Levi Strauss & Company posted a letter on the company website about the same time this article was written.
Refer back to "When a Brand Stands Up for Racial Justice, Do People Buy It?" Using the four-windowpane matrix in the article titled, "Consumer Perceptions of Authenticity of Racial Justice Brand Actions," evaluate Levi Strauss's response.
In 300-350 words, briefly address the following:
Define brand authenticity and the two orientations (corporate and social), and assess Levi Strauss. Is their response one of Atone, Allure, Acknowledge, or Advocate? Or are they a combination of the four responses? Defend your choice(s).
What does this lead you to conclude about Levi Strauss as a brand? Does the brand's stand make you more or less positive toward the brand, whether you purchase Levi's or not?
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.
Full Answer Section
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."