Corporate brands with a heritage
Författare
Summary, in English
ABSTRACT
This article articulates a concept of “heritage brands,” based primarily on field case research and studies of practice. We define brand heritage as a dimension of a brand’s identity found in its track record, longevity, core values, use of symbols, and particularly in an organisational belief that its history is important. A heritage brand is one with a positioning and value proposition based on its heritage. The work grew from our lengthy study of Monarchies as corporate brands. We describe how to identify the heritage that may reside in a brand and how to nurture, maintain, and protect it, particularly through the management mindset of brand stewardship to generate stronger corporate marketing.
This article articulates a concept of “heritage brands,” based primarily on field case research and studies of practice. We define brand heritage as a dimension of a brand’s identity found in its track record, longevity, core values, use of symbols, and particularly in an organisational belief that its history is important. A heritage brand is one with a positioning and value proposition based on its heritage. The work grew from our lengthy study of Monarchies as corporate brands. We describe how to identify the heritage that may reside in a brand and how to nurture, maintain, and protect it, particularly through the management mindset of brand stewardship to generate stronger corporate marketing.
Publiceringsår
2007
Språk
Engelska
Sidor
4-19
Publikation/Tidskrift/Serie
Journal of Brand Management
Volym
15
Issue
1
Dokumenttyp
Artikel i tidskrift
Förlag
Palgrave Macmillan
Ämne
- Economics and Business
Nyckelord
- Heritage brand Brand stewardship Brand heritage
Status
Published
ISBN/ISSN/Övrigt
- ISSN: 1479-1803