Activating Brand Heritage
(2010)Department of Business Administration
- Abstract
- Thesis Purpose: To contribute further understandings, as well as provide guidance for managers in activating brand heritage.
Methodology: A qualitative research approach was selected for the thesis. Primary data was collected through semi-structured interviews, secondary data was collected through official websites.
Theoretical Perspective: The research has an inductive approach aiming to develop new theoretical understanding. However, The Brand Stewardship Model has functioned as a crucial component of the research. Also theories regarding organizational change, internal and external communication, strategy implementation, and positioning have been examined.
Empirical Data: A comparative case study was conducted between ABSOLUT, Fairmont... (More) - Thesis Purpose: To contribute further understandings, as well as provide guidance for managers in activating brand heritage.
Methodology: A qualitative research approach was selected for the thesis. Primary data was collected through semi-structured interviews, secondary data was collected through official websites.
Theoretical Perspective: The research has an inductive approach aiming to develop new theoretical understanding. However, The Brand Stewardship Model has functioned as a crucial component of the research. Also theories regarding organizational change, internal and external communication, strategy implementation, and positioning have been examined.
Empirical Data: A comparative case study was conducted between ABSOLUT, Fairmont Hotels & Resorts, Patek Philippe, and Northern Arizona University.
Conclusion: This study concludes that there are certain factors that should be included when activating a brand’s heritage. Quality is considered a hygiene factor in this aspect; a balance between heritage and contemporary should be present; the importance of a clear internal vision; differentiation is found to be the main driver; and employing storytelling is essential in communicating heritage. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/1625578
- author
- Thieme, Kyle ; Lilja, Henrik and Gidlund, Martin
- supervisor
- organization
- year
- 2010
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Brand Heritage, Positioning, Activation, Brand Equity, Management of enterprises, Företagsledning, management
- language
- Swedish
- id
- 1625578
- date added to LUP
- 2010-06-01 00:00:00
- date last changed
- 2012-04-02 18:13:19
@misc{1625578, abstract = {{Thesis Purpose: To contribute further understandings, as well as provide guidance for managers in activating brand heritage. Methodology: A qualitative research approach was selected for the thesis. Primary data was collected through semi-structured interviews, secondary data was collected through official websites. Theoretical Perspective: The research has an inductive approach aiming to develop new theoretical understanding. However, The Brand Stewardship Model has functioned as a crucial component of the research. Also theories regarding organizational change, internal and external communication, strategy implementation, and positioning have been examined. Empirical Data: A comparative case study was conducted between ABSOLUT, Fairmont Hotels & Resorts, Patek Philippe, and Northern Arizona University. Conclusion: This study concludes that there are certain factors that should be included when activating a brand’s heritage. Quality is considered a hygiene factor in this aspect; a balance between heritage and contemporary should be present; the importance of a clear internal vision; differentiation is found to be the main driver; and employing storytelling is essential in communicating heritage.}}, author = {{Thieme, Kyle and Lilja, Henrik and Gidlund, Martin}}, language = {{swe}}, note = {{Student Paper}}, title = {{Activating Brand Heritage}}, year = {{2010}}, }