Page 21 - dissertation flip book

CONCLUSION
In conclusion there is currently very low levels of trust between consumers and brands which makes the importance of maintaining a positive relationship with the consumer using transparency and authenticity crucial.
A beneficial relationship can only be built if the brand is honest about its values and how it acts as the current consumer is much more susceptible to realising when they are being misled. Consumers want to buy brands which represent what they stand for and this is impossible if a brand
isn’t being transparent and honest. It is a PR professional’s role to make sure that they portray the brand in the best light but also one which is authentic. However this has not always been the case due to it often being more profitable for brands to be unethical.