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Corporate brands with a heritage

Författare:
  • Mats Urde
  • Stephen A Greyser (Professor)
  • John M T Balmer (Professor)
Publiceringsår: 2007
Språk: Engelska
Sidor: 4-19
Publikation/Tidskrift/Serie: Journal of brand management
Volym: 15
Nummer: 1
Dokumenttyp: Artikel
Förlag: Palgrave Macmillan

Sammanfattning

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.

Disputation

Nyckelord

  • Social Sciences
  • Heritage brand Brand stewardship Brand heritage

Övriga

Published
Yes
  • ISSN: 1479-1803

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