Knorr: Defining authenticity for global brand success

This article explains how Knorr, the cooking and ingredients brand, defined authenticity as a universal term to internationalise its brand positioning.

Knorr: Defining authenticity for global brand success

Fran AlberryFirefish

Summary

Knorr always recognised the importance of authenticity across cultures, and sought to deliver it an antidote to the trials of modern life. However, despite prominence in the Knorr's brand identity, historically there's been no universally recognised definition of authenticity; only subjective and inconsistent interpretation.

Furthermore, understanding of the idea had been predominately led by Western experience, leading to guesswork and an uncomfortable force fit in its application in D&E markets. Research was required to create a consistent and globally relevant definition, as well as comprehensive guidelines on how best...

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