The Nobel Prize: the identity of a corporate heritage brand
(2015) In Journal of Product & Brand Management 24(4). p.318-332- Abstract
- 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... (More) - 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. (Less)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/8310981
- author
- Urde, Mats LU and Greyser, Stephen A
- organization
- publishing date
- 2015
- type
- Contribution to journal
- publication status
- published
- subject
- keywords
- Nobel Prize, Brand stewardship, Corporate brand identity, Corporate heritage brand, Heritage Brand Identity Process, Networked brand
- in
- Journal of Product & Brand Management
- volume
- 24
- issue
- 4
- pages
- 318 - 332
- publisher
- Emerald Group Publishing Limited
- external identifiers
-
- scopus:84937393743
- wos:000359438200002
- ISSN
- 1061-0421
- DOI
- 10.1108/JPBM-11-2014-0749
- language
- English
- LU publication?
- yes
- id
- fdf1f9b1-c015-4821-8c5d-9e2aa59677a5 (old id 8310981)
- date added to LUP
- 2016-04-01 14:28:02
- date last changed
- 2022-04-22 03:24:30
@article{fdf1f9b1-c015-4821-8c5d-9e2aa59677a5,
abstract = {{Purpose – The purpose of this study is to understand the identity of the Nobel Prize as a corporate heritage brand and its management challenges.<br/><br>
<br/><br>
Design/methodology/approach – An in-depth case study analysed within a heritage brand model and a corporate brand identity framework.<br/><br>
<br/><br>
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”.<br/><br>
<br/><br>
Research limitations/implications – The new and combined application of the Heritage Quotient framework and the Corporate Brand Identity<br/><br>
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.<br/><br>
<br/><br>
Practical implications – The integrated frameworks (HBIP) provides a platform for managing a corporate heritage brand.<br/><br>
<br/><br>
Originality/value – This is the first field-based study of the Nobel Prize from a strategic brand management perspective.}},
author = {{Urde, Mats and Greyser, Stephen A}},
issn = {{1061-0421}},
keywords = {{Nobel Prize; Brand stewardship; Corporate brand identity; Corporate heritage brand; Heritage Brand Identity Process; Networked brand}},
language = {{eng}},
number = {{4}},
pages = {{318--332}},
publisher = {{Emerald Group Publishing Limited}},
series = {{Journal of Product & Brand Management}},
title = {{The Nobel Prize: the identity of a corporate heritage brand}},
url = {{http://dx.doi.org/10.1108/JPBM-11-2014-0749}},
doi = {{10.1108/JPBM-11-2014-0749}},
volume = {{24}},
year = {{2015}},
}