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dc.contributor.authorCooper, Holly
dc.contributor.authorMerrilees, Bill
dc.contributor.authorMiller, Dale
dc.date.accessioned2017-11-21T04:17:52Z
dc.date.available2017-11-21T04:17:52Z
dc.date.issued2015
dc.identifier.issn1350-231X
dc.identifier.doi10.1057/bm.2015.17
dc.identifier.urihttp://hdl.handle.net/10072/126767
dc.description.abstractCorporate heritage brands as a symbol of the past, present and future, represent an interesting and potentially valuable source of information on how brands can endure. Corporate heritage brands require a specific brand management approach. The current study contrasts corporate heritage brand management across two corporate brand types. The methods of data collection are based on historical research and contemporary semi-structured interviews. A major contribution of the article is the identification of several core differences in how each type manages corporate heritage. The study offers an approach to corporate heritage brand management. The proposed four-proposition conceptual framework to guide corporate heritage brand management addresses brand essence creation, brand continuity, brand protection and brand renewal.
dc.description.peerreviewedYes
dc.languageEnglish
dc.publisherPalgrave Macmillan
dc.publisher.placeUnited Kingdom
dc.relation.ispartofpagefrom412
dc.relation.ispartofpageto430
dc.relation.ispartofissue5
dc.relation.ispartofjournalThe Journal of Brand Management
dc.relation.ispartofvolume22
dc.subject.fieldofresearchMarketing Management (incl. Strategy and Customer Relations)
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchBusiness and Management
dc.subject.fieldofresearchcode150503
dc.subject.fieldofresearchcode1505
dc.subject.fieldofresearchcode1503
dc.titleCorporate heritage brand management: Corporate heritage brands versus contemporary corporate brands
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.facultyGriffith Business School, Department of Marketing
gro.hasfulltextNo Full Text
gro.griffith.authorMiller, Dale
gro.griffith.authorMerrilees, Bill J.
gro.griffith.authorCooper, Holly B.


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