When A Brand Stands Up For Racial Justice, Do People Buy

Read When A Brand Stands Up For Racial Justice Do People Buy It Lo

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 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? APA style Resource:

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Brand authenticity is a critical concept within branding studies, referring to the perceived truthfulness and sincerity of a brand's actions and messaging, especially in relation to social issues. It reflects whether consumers believe that a brand genuinely embodies the values it promotes and whether its behavior aligns with its stated commitments. The concept can be dissected into two primary orientations: corporate and social. The corporate orientation emphasizes issues of continuity and credibility, focusing on consistent and reliable corporate actions that reinforce trustworthiness. Conversely, the social orientation emphasizes integrity and symbolism, highlighting the brand's commitment to social values, ethical actions, and the symbolism it portrays to resonate with societal ideals.

Evaluating Levi Strauss's response to the social justice movement, particularly in the context of its statement supporting the Black community, reveals insights into its authenticity. Based on the four-windowpane matrix—comprising Atone, Allure, Acknowledge, and Advocate—Levi Strauss's response aligns predominantly with the 'Advocate' category. The company explicitly expressed solidarity with the Black community, making a clear stance that signals active support rather than mere acknowledgment or superficial alignment. The company's proactive approach to voicing support and implementing initiatives to promote racial equity go beyond symbolic gestures, indicating an authentic commitment rooted in the social orientation of brand authenticity.

This assessment suggests that Levi Strauss is positioning itself as a socially authentic brand, committed to societal issues with genuine intent. Their response indicates an ambition to be perceived as a moral leader in promoting racial justice, which may strengthen consumer trust and loyalty among socially conscious consumers. However, it also invites scrutiny; if their actions falter or contradict their statements, their perceived authenticity could diminish, leading to skepticism about their commitment.

From a consumer perspective, Levi Strauss's advocacy enhances my perception of the brand positively. It demonstrates corporate integrity and a willingness to support societal movements, which aligns with my values of social justice and responsibility. Considering the current societal climate, such standpoints can influence purchasing decisions, making consumers more inclined toward brands that display genuine commitment to social issues rather than those that remain silent or perform superficial gestures. Overall, Levi Strauss's stance appears to bolster its image as an authentic and morally responsible brand, encouraging a more favorable view and possibly increased brand loyalty among ethically driven consumers.

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