Heritage branding orientation

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dc.contributor Aalto-yliopisto fi
dc.contributor Aalto University en
dc.contributor.author Pinto da Silva Santos, Fernando
dc.contributor.author Burghausen, Mario
dc.contributor.author Balmer, John M T
dc.date.accessioned 2017-05-11T07:31:31Z
dc.date.available 2017-05-11T07:31:31Z
dc.date.issued 2016-01-01
dc.identifier.citation Pinto da Silva Santos , F , Burghausen , M & Balmer , J M T 2016 , ' Heritage branding orientation : The case of Ach. Brito and the dynamics between corporate and product heritage brands ' JOURNAL OF BRAND MANAGEMENT , vol 23 , no. 1 , pp. 67-88 . DOI: 10.1057/bm.2015.48 en
dc.identifier.issn 1350-231X
dc.identifier.other PURE UUID: 5d692c7c-ca55-4835-9be3-a37a7e9418bf
dc.identifier.other PURE ITEMURL: https://research.aalto.fi/en/publications/heritage-branding-orientation(5d692c7c-ca55-4835-9be3-a37a7e9418bf).html
dc.identifier.other PURE LINK: http://www.scopus.com/inward/record.url?scp=84955103275&partnerID=8YFLogxK
dc.identifier.other PURE FILEURL: https://research.aalto.fi/files/11561025/art_3A10.1057_2Fbm.2015.48.pdf
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/25540
dc.description.abstract The notion of heritage branding orientation is introduced and explicated. Heritage branding orientation is designated as embracing both product and corporate brands and differs from corporate heritage brand orientation which has an explicit corporate focus. Empirical insights are drawn from an in-depth and longitudinal case study of Ach. Brito, a celebrated Portuguese manufacturer of soaps and toiletries. This study shows how, by the pursuance of a strategy derived from a heritage branding orientation, Ach. Brito - after a prolonged period of decline - achieved a dramatic strategic turnaround. The findings reveal how institutional heritage can be a strategic resource via its adoption and activation at both the product and corporate levels. Moreover, the study explains how the bi-lateral interplay between product and corporate brand levels can be mutually reinforcing. In instrumental terms, the study demonstrates how heritage can be activated and articulated in different ways. For instance, it can reposition both product and/or corporate brands; it can be meaningfully informed by product brand heritage and shape corporate heritage and can be of strategic importance to both medium-sized and small enterprises. en
dc.format.extent 22
dc.format.extent 67-88
dc.format.mimetype application/pdf
dc.language.iso en en
dc.relation.ispartofseries JOURNAL OF BRAND MANAGEMENT en
dc.relation.ispartofseries Volume 23, issue 1 en
dc.rights openAccess en
dc.subject.other Marketing en
dc.subject.other Strategy and Management en
dc.subject.other 512 Business and management en
dc.title Heritage branding orientation en
dc.type A1 Alkuperäisartikkeli tieteellisessä aikakauslehdessä fi
dc.description.version Peer reviewed en
dc.contributor.department Department of Management Studies
dc.contributor.department University of Essex
dc.subject.keyword brand heritage
dc.subject.keyword brand orientation
dc.subject.keyword corporate heritage
dc.subject.keyword heritage brand
dc.subject.keyword heritage branding orientation
dc.subject.keyword materiality
dc.subject.keyword Marketing
dc.subject.keyword Strategy and Management
dc.subject.keyword 512 Business and management
dc.identifier.urn URN:NBN:fi:aalto-201705113924
dc.identifier.doi 10.1057/bm.2015.48
dc.type.version publishedVersion


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