The Creation of Brand Meanings by Distributors

Identity Construction and Brand Authenticity

Abstract

This article explores the role of distributors in the social construction of a brand. Through continuous fieldwork with Harley-Davidson motorcycle owners and distributors, it was found that some non-authorized dealers craft brand authenticity in order to differentiate themselves from competitors. This paper discusses how distributors create brand meanings, and suggests that a dynamic view of brand authenticity is needed to understand creation of brand meanings.