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The dual opening to brand heritage in family businesses
University of Borås, Swedish School of Textiles. (CeFEO - Centre of Family Enterprise and Ownership, Jönköping International Business School)
2013 (English)In: Corporate Communications. An International Journal, ISSN 1356-3289, E-ISSN 1758-6046, Vol. 18, no 3, 327-346 p.Article in journal (Refereed)
Abstract [en]

Abstract Purpose – This paper seeks to uncover why and how the combination of family and company history in family businesses implies idiosyncratic opportunities in the process to uncover, activate, and nurture heritage-based corporate identities and brands. Design/methodology/approach – The discussion is specifically informed by the literatures on brand heritage, family business, and the notion of hybrid identities. To illustrate this typology of history communication in family businesses the paper relies on web site observations in Sweden and German-based family businesses. Findings – Based on the construct of brand heritage, the paper clarifies why the entwinement of family and business provides fertile ground for brand heritage. The presentation of a typology of ways to communicate family, business and family business history respectively further reveals the varying openings and practices of family businesses in this area. Research limitations/implications – The paper primarily takes an external marketing orientation and is conceptual. Practical implications – The distinction of two sources of brand heritage in family businesses and the typology of approaches to reflect history in corporate communications should be of interest for practitioners. The findings can serve as an eye-opener and instrument in the planning of strategic marketing. Originality/value – The paper focuses on brand heritage and heritage branding from a family business perspective. Being hybrid identity organizations, characterized by entwinement of family and company history, family businesses offer particular perspectives to the heritage brand discussion. Keywords Brand heritage, Branding, Corporate communication, Corporate identity, Family business, History, Family firms, Germany, Sweden

Place, publisher, year, edition, pages
Emerald , 2013. Vol. 18, no 3, 327-346 p.
Keyword [en]
brand heritage, branding, corporate communications, corporate identity, family business, history, family firms, Germany, Sweden, Business Administration
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hb:diva-1593DOI: 10.1108/CCIJ-01-2012-0010Local ID: 2320/12548OAI: oai:DiVA.org:hb-1593DiVA: diva2:869662
Available from: 2015-11-13 Created: 2015-11-13

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf