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Corporate brands with a heritage

Urde, Mats LU ; Greyser, Stephen A and Balmer, John M T (2007) In Journal of Brand Management 15(1). p.4-19
Abstract
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.
Please use this url to cite or link to this publication:
author
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
Heritage brand Brand stewardship Brand heritage
in
Journal of Brand Management
volume
15
issue
1
pages
4 - 19
publisher
Palgrave Macmillan
ISSN
1479-1803
DOI
10.1057/palgrave.bm.2550106
language
English
LU publication?
yes
id
edea5716-c8c1-4771-b5f4-69aa7d53cffc (old id 1779047)
date added to LUP
2011-02-03 11:32:00
date last changed
2016-04-15 20:24:56
@article{edea5716-c8c1-4771-b5f4-69aa7d53cffc,
  abstract     = {ABSTRACT<br/><br>
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.},
  author       = {Urde, Mats and Greyser, Stephen A and Balmer, John M T},
  issn         = {1479-1803},
  keyword      = {Heritage brand
Brand stewardship
Brand heritage},
  language     = {eng},
  number       = {1},
  pages        = {4--19},
  publisher    = {Palgrave Macmillan},
  series       = {Journal of Brand Management},
  title        = {Corporate brands with a heritage},
  url          = {http://dx.doi.org/10.1057/palgrave.bm.2550106},
  volume       = {15},
  year         = {2007},
}