Читать книгу Luxury Brand Management in Digital and Sustainable Times - Michel Chevalier - Страница 30

The issue of authenticity is an obsession of our time. Very fashionable in academic circles, it concerns, rightly, most of the managers of luxury brands whether product- or service-based: it is probably the major challenge that faces brands in the twenty-first century. The online Merriam-Webster Dictionary gives this definition of the adjective “authentic”: “True to one's own personality, spirit, or character.”

The French Dictionary Le Petit Robert proposes: “That which expresses a profound truth of the individual and not superficial habits or conventions”: one understands how luxury, in a perpetual quest for distinction and assertiveness in a world of appearances, may be trying to acquire this quality. How do brands manage to meet this requirement? Another semiotic square can help us understand it.