Past and Present in Branding Authenticity: The Taste of History

Abstract

The author focusses on corporate history from a media aesthetic perspective using the case of the Danish brewer Carlsberg. Through a careful examination of the company’s website that draws on Kress and Van Leeuwen’s work on modality, the author examines how images and symbols of the past and present are intertwined so as to ‘curate’ history and present the brand as both deeply rooted and authentic.

Citation

Jessen, I.B. (2022), "Past and Present in Branding Authenticity: The Taste of History", Heřmanová, M., Skey, M. and Thurnell-Read, T. (Ed.) Cultures of Authenticity, Emerald Publishing Limited, Leeds, pp. 87-101. https://doi.org/10.1108/978-1-80117-936-220221007