An aloof brand suffers from what type of deficit?

A) Authenticity as consistency
B) Authenticity as connection
C) Authenticity as conformity
D) None of these

Authenticity Deficit

The gap between a brand's claims of genuineness and the consumer's perception of its actual authenticity.

Aloof Brand

Describes a brand strategy focused on maintaining a sense of mystery or exclusivity, not engaging deeply with consumers, to foster allure and desirability.

Authenticity

The degree of genuineness and truthfulness in a brand's origins, promises, and actions, perceived by its audience.