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Activating Brand Heritage

Thieme, Kyle ; Lilja, Henrik and Gidlund, Martin (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:
author
Thieme, Kyle ; Lilja, Henrik and Gidlund, Martin
supervisor
organization
year
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}},
}