The Nobel Prize: the identity of a corporate heritage brand
Författare
Summary, in English
Purpose – The purpose of this study is to understand the identity of the Nobel Prize as a corporate heritage brand and its management challenges.
Design/methodology/approach – An in-depth case study analysed within a heritage brand model and a corporate brand identity framework.
Findings – The Nobel Prize is a corporate heritage brand – one whose value proposition is based on heritage – in this case “achievements for the benefit of mankind” (derived directly from Alfred Nobel’s will). It is also defined as a “networked brand”, one where four independent collaborating organisations around the (Nobel) hub create and sustain the Nobel Prize’s identity and reputation, acting as a “federated republic”.
Research limitations/implications – The new and combined application of the Heritage Quotient framework and the Corporate Brand Identity
Matrix in the Heritage Brand Identity Process (HBIP) offers a structured approach to integrate the identity of a corporate heritage brand. In a networked situation, understanding the role of stewardship in collaborating organisations is essential: The network entities maintain their own identities and goals, but share common values of the network hub.
Practical implications – The integrated frameworks (HBIP) provides a platform for managing a corporate heritage brand.
Originality/value – This is the first field-based study of the Nobel Prize from a strategic brand management perspective.
Design/methodology/approach – An in-depth case study analysed within a heritage brand model and a corporate brand identity framework.
Findings – The Nobel Prize is a corporate heritage brand – one whose value proposition is based on heritage – in this case “achievements for the benefit of mankind” (derived directly from Alfred Nobel’s will). It is also defined as a “networked brand”, one where four independent collaborating organisations around the (Nobel) hub create and sustain the Nobel Prize’s identity and reputation, acting as a “federated republic”.
Research limitations/implications – The new and combined application of the Heritage Quotient framework and the Corporate Brand Identity
Matrix in the Heritage Brand Identity Process (HBIP) offers a structured approach to integrate the identity of a corporate heritage brand. In a networked situation, understanding the role of stewardship in collaborating organisations is essential: The network entities maintain their own identities and goals, but share common values of the network hub.
Practical implications – The integrated frameworks (HBIP) provides a platform for managing a corporate heritage brand.
Originality/value – This is the first field-based study of the Nobel Prize from a strategic brand management perspective.
Avdelning/ar
Publiceringsår
2015
Språk
Engelska
Sidor
318-332
Publikation/Tidskrift/Serie
Journal of Product & Brand Management
Volym
24
Issue
4
Dokumenttyp
Artikel i tidskrift
Förlag
Emerald Group Publishing Limited
Ämne
- Business Administration
Nyckelord
- Nobel Prize
- Brand stewardship
- Corporate brand identity
- Corporate heritage brand
- Heritage Brand Identity Process
- Networked brand
Status
Published
ISBN/ISSN/Övrigt
- ISSN: 1061-0421