How does body image relate to brand image? An analysis of brands incorporating the body positivity movement

Abstract: Purpose: The importance of body positivity is visible in its remarkable media presence. The movement entails challenges such as opportunities for brands. The purpose of this paper is to examine why companies adapt to the body positivity movement, what they are exactly doing regarding body positivity and how this is related to the brand’s reputation. Methodology: Literature and media review, Case studies, Survey Findings: The reasons why companies chose to incorporate the body positivity movement differ. According to the motivation, suitable implementation strategies are put in place which lead to different perceptions. The paper finds that it is crucial for a brand to have consistent and authentic incorporation of body positivity to earn a strong reputation. Original/value: The paper contributes to the understanding of what a brand should consider when incorporating a trendy movement.