What is an authentic brand? Aspects of brand authenticity play a minor role in academic research so far, although there is no doubt concerning the relevance of the concept for strategic brand manage-ment. Especially growing brand parity and market transparency caused by new internet-based communication devices will place more importance on the authenticity of brands for their future success. This presentation is about the concept of brand authenticity, grounding on the identity based brand management approach. Brand authenticitiy is de-fined as the degree to which brand identity is causally linked to brand behaviour. Brand authenticity is perceived, when a brand fulfils its brand promise in a unique, consistent and continuous way. A positive outcome of brand authenticity is brand trust.