Aspects of brand authenticity have only been addressed in a preliminary manner within brand research so far. This contrasts with the growing importance of the construct in marketing practice. To integrate the previously unexplored concept of brand authenticity into strategic brand management, Mike Schallehn develops a fundamental conceptualization and operationalization of the construct, which is based on the theoretical approach of identity-based brand management. He then develops a management model for brand authenticity that can be applied across industries and brands, which he validates through an empirical study in the fast food and beer markets.