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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.

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