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- Urde, MatsLund University,Lunds universitet,Företagsekonomiska institutionen,Ekonomihögskolan,Institutet för Ekonomisk forskning,Department of Business Administration,Lund University School of Economics and Management, LUSEM,Institute of Economic Research,Lund University School of Economics and Management, LUSEM (author)
Corporate brands with a heritage
- Article/chapterEnglish2007
Publisher, publication year, extent ...
- 2007-07-27
- Springer Science and Business Media LLC,2007
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- LIBRIS-ID:oai:lup.lub.lu.se:edea5716-c8c1-4771-b5f4-69aa7d53cffc
- https://lup.lub.lu.se/record/1779047URI
- https://doi.org/10.1057/palgrave.bm.2550106DOI
Supplementary language notes
- Language:English
- Summary in:English
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Notes
- 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.
Subject headings and genre
- SAMHÄLLSVETENSKAP Ekonomi och näringsliv hsv//swe
- SOCIAL SCIENCES Economics and Business hsv//eng
- Heritage brand Brand stewardship Brand heritage
Added entries (persons, corporate bodies, meetings, titles ...)
- Greyser, Stephen A (author)
- Balmer, John M T (author)
- Företagsekonomiska institutionenEkonomihögskolan (creator_code:org_t)
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- In:Journal of Brand Management: Springer Science and Business Media LLC15:1, s. 4-191479-18031350-231X
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