At the 17th Global Brand Conference, held in Edinburgh, United Kingdom, from 22 to 24 April 2024, Jörg Henseler, integrated researcher at MagIC – Information Management Research Center, was distinguished with the Best Conceptual Paper Award for his co-authored work titled “Towards True Authentic Corporate Brands: An Existential View.” The award was jointly received with collaborators Nils Grimm, Yasin Sahhar, and Christoph Moss, recognising their significant theoretical contribution to the branding literature.
Presented during one of Europe’s most prominent academic gatherings in brand research, the award acknowledges the paper's original and thought-provoking approach to the notion of authenticity in corporate branding. Challenging conventional and often superficial uses of the term, the authors draw upon existentialist philosophy to propose a deeper understanding of what constitutes a truly authentic brand.
The conceptual framework developed in the paper shifts the focus from externally constructed brand identities to the existential conditions under which brands are perceived as genuinely authentic. This involves rethinking the role of responsibility, freedom, and self-awareness in brand management, urging scholars and practitioners to consider authenticity not as a branding strategy, but as a lived, relational reality rooted in corporate behaviour and stakeholder perception.
Awarded within the theme “Conscientious Brands: Making Sustainability and Responsibility Work,” the recognition highlights the relevance of the authors’ philosophical lens in addressing today’s critical discussions around ethical branding, social responsibility, and long-term stakeholder trust.
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