Building corporate brand heritage: towards an operationalisation of the concept
Barbara Mueller; Ulla Hakala
Building corporate brand heritage: towards an operationalisation of the concept
Barbara Mueller
Ulla Hakala
Julkaisun pysyvä osoite on:
https://urn.fi/URN:NBN:fi-fe2021042715032
https://urn.fi/URN:NBN:fi-fe2021042715032
Tiivistelmä
The importance of heritage to a brand’s worth has increasingly been noted by marketing scholars.
Thus, the ability to understand and measure corporate brand heritage is essential. A number of
studies have been conducted related to this concept, but no previous research has suggested a
means of operationalizing it. Based on the existing literature, as well as insights from brand
managers, this paper outlines an initial framework for the operationalisation of corporate brand
heritage. The conceptualisation presented here – comprising four components: history, core values,
symbols and vision – will further our understanding of brand heritage, and thereby enhance future
empirical investigations on the topic. !
Kokoelmat
- Rinnakkaistallenteet [19207]