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Building Personal Brand Heritage

Barfus, Emma LU ; Gaetaniello, Giorgia LU and Safaee, Sara (2023) BUSN21 20232
Department of Business Administration
Abstract (Swedish)
The importance of brand history in brand heritage has often been stressed in research. However, it has not been researched how brands can create a brand heritage without making their personal history a focal point of their brand strategy. This paper examines if there is more than one way to conceive brand heritage.
Please use this url to cite or link to this publication:
author
Barfus, Emma LU ; Gaetaniello, Giorgia LU and Safaee, Sara
supervisor
organization
course
BUSN21 20232
year
type
H1 - Master's Degree (One Year)
subject
keywords
brand heritage, heritage brands, history, brand identity, brand trust, brand loyalty
language
English
id
9141062
date added to LUP
2024-03-11 15:50:09
date last changed
2024-03-11 15:50:09
@misc{9141062,
  abstract     = {{The importance of brand history in brand heritage has often been stressed in research. However, it has not been researched how brands can create a brand heritage without making their personal history a focal point of their brand strategy. This paper examines if there is more than one way to conceive brand heritage.}},
  author       = {{Barfus, Emma and Gaetaniello, Giorgia and Safaee, Sara}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Building Personal Brand Heritage}},
  year         = {{2023}},
}