Managing the Authenticity of Narrative Brands : Understanding Consumers, Fans and Audiences

This book investigates the concept of brand authenticity within narrative media, focusing on how audience expectations and reactions shape perceptions of brand endings and plot developments.

This book investigates the concept of brand authenticity within narrative media, focusing on how audience expectations and reactions shape perceptions of brand endings and plot developments. By examining case studies of popular series like Game of Thrones, Mass Effect and How I Met Your Mother, it argues that fan backlash often stems from a perceived loss of authenticity. Through a branding perspective, this book analyses how narrative brands, crafted to be both commercial products and creative stories, face challenges in meeting the complex needs of their audiences. A key feature of this book is its exploration of the symbiotic relationship between narrative brands and their audiences. It positions that audiences contribute significantly to brand co-creation by sharing opinions and feedback, while brands, in turn, rely on their fans for loyalty and commercial success. As streaming platforms and direct-to-consumer models rise, the need for brands to engage audiences authentically becomes more pressing. This book thus provides insight into how media creators can balance their creative aspirations with audience expectations, thereby fostering a more authentic brand connection. Written with an academic audience in mind, this book bridges the gap between Brand Management and Media Studies, offering a unique interdisciplinary perspective on audience-brand dynamics. It adds to the growing field of brand authenticity by applying its principles to narrative media, a rarely explored area. Scholars and graduate research students in both disciplines will find value in this text, as it highlights the risks and rewards of audience engagement for narrative brands, demonstrating how brand authenticity can be a critical factor in managing audience perceptions and achieving sustainable success. Additionally, those working in the media and video game industries will find practical lessons and takeaways whether they are an indie game developer or an established executive. Finally, this book can also serve as a valuable resource or reading for advanced undergraduate, as well as postgraduate, Brand Management, Media and Creative Industries courses.