Organic Brand Heritage through Multiple Authors
(2012) BUSN29 20121Department 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)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/2798472
- author
- Fäustle, Lena LU and Lottridge, Kate LU
- supervisor
- organization
- course
- BUSN29 20121
- year
- 2012
- 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}}, language = {{eng}}, note = {{Student Paper}}, title = {{Organic Brand Heritage through Multiple Authors}}, year = {{2012}}, }