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Organic Brand Heritage through Multiple Authors

Fäustle, Lena LU and Lottridge, Kate LU (2012) BUSN29 20121
Department of Business Administration
Abstract
This thesis studies the subject of brand heritage by
examining the two sports umbrellas of equestrianism
and martial arts, seeking to build an introductory
understanding of whether brand heritage can organically
develop through unencumbered and independent
handling and rewriting of history and myth, and
through the voices of multiple authors.

An analysis of documents produced throughout various
decades provides insight into how ideas of collective
history and collective identity are reshaped and altered
over time and through multiple authors. We study
documents qualitatively and attempt to understand
what is being communicated in the documents through
language interpretation, including both verbatim reports
as well as... (More)
This thesis studies the subject of brand heritage by
examining the two sports umbrellas of equestrianism
and martial arts, seeking to build an introductory
understanding of whether brand heritage can organically
develop through unencumbered and independent
handling and rewriting of history and myth, and
through the voices of multiple authors.

An analysis of documents produced throughout various
decades provides insight into how ideas of collective
history and collective identity are reshaped and altered
over time and through multiple authors. We study
documents qualitatively and attempt to understand
what is being communicated in the documents through
language interpretation, including both verbatim reports
as well as reading between the lines.

This thesis problematizes the notion of brand management
as it relates to brand heritage and brand heritage
building. A revised interpretation of brand management
with less focus on control is suggested. (Less)
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author
Fäustle, Lena LU and Lottridge, Kate LU
supervisor
organization
course
BUSN29 20121
year
type
H1 - Master's Degree (One Year)
subject
keywords
Brand Heritage, History, Myth, Narrative Analysis, Sports
language
English
id
2798472
date added to LUP
2012-06-21 12:07:21
date last changed
2012-06-21 12:07:21
@misc{2798472,
  abstract     = {This thesis studies the subject of brand heritage by
examining the two sports umbrellas of equestrianism
and martial arts, seeking to build an introductory
understanding of whether brand heritage can organically
develop through unencumbered and independent
handling and rewriting of history and myth, and
through the voices of multiple authors.

An analysis of documents produced throughout various
decades provides insight into how ideas of collective
history and collective identity are reshaped and altered
over time and through multiple authors. We study
documents qualitatively and attempt to understand
what is being communicated in the documents through
language interpretation, including both verbatim reports
as well as reading between the lines.

This thesis problematizes the notion of brand management
as it relates to brand heritage and brand heritage
building. A revised interpretation of brand management
with less focus on control is suggested.},
  author       = {Fäustle, Lena and Lottridge, Kate},
  keyword      = {Brand Heritage,History,Myth,Narrative Analysis,Sports},
  language     = {eng},
  note         = {Student Paper},
  title        = {Organic Brand Heritage through Multiple Authors},
  year         = {2012},
}