Heritage branding orientation

dc.contributorAalto-yliopistofi
dc.contributorAalto Universityen
dc.contributor.authorPinto da Silva Santos, Fernando
dc.contributor.authorBurghausen, Mario
dc.contributor.authorBalmer, John M T
dc.contributor.departmentDepartment of Management Studies
dc.contributor.departmentUniversity of Essex
dc.date.accessioned2017-05-11T07:31:31Z
dc.date.available2017-05-11T07:31:31Z
dc.date.issued2016-01-01
dc.description.abstractThe 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.description.versionPeer revieweden
dc.format.extent22
dc.format.extent67-88
dc.format.mimetypeapplication/pdf
dc.identifier.citationPinto 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 . https://doi.org/10.1057/bm.2015.48en
dc.identifier.doi10.1057/bm.2015.48
dc.identifier.issn1350-231X
dc.identifier.otherPURE UUID: 5d692c7c-ca55-4835-9be3-a37a7e9418bf
dc.identifier.otherPURE ITEMURL: https://research.aalto.fi/en/publications/5d692c7c-ca55-4835-9be3-a37a7e9418bf
dc.identifier.otherPURE LINK: http://www.scopus.com/inward/record.url?scp=84955103275&partnerID=8YFLogxK
dc.identifier.otherPURE FILEURL: https://research.aalto.fi/files/11561025/art_3A10.1057_2Fbm.2015.48.pdf
dc.identifier.urihttps://aaltodoc.aalto.fi/handle/123456789/25540
dc.identifier.urnURN:NBN:fi:aalto-201705113924
dc.language.isoenen
dc.relation.ispartofseriesJOURNAL OF BRAND MANAGEMENTen
dc.relation.ispartofseriesVolume 23, issue 1en
dc.rightsopenAccessen
dc.subject.keywordbrand heritage
dc.subject.keywordbrand orientation
dc.subject.keywordcorporate heritage
dc.subject.keywordheritage brand
dc.subject.keywordheritage branding orientation
dc.subject.keywordmateriality
dc.titleHeritage branding orientationen
dc.typeA1 Alkuperäisartikkeli tieteellisessä aikakauslehdessäfi
dc.type.versionpublishedVersion
Files