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  • Restoring luxury corporate heritage brands: From crisis to ascendency

    Author(s)
    Cooper, Holly
    Miller, Dale
    Merrilees, Bill
    Griffith University Author(s)
    Miller, Dale
    Merrilees, Bill J.
    Cooper, Holly B.
    Year published
    2015
    Metadata
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    Abstract
    The characteristics of enduring corporate heritage brands often include remarkable, but fluctuating histories. The current article presents a longitudinal, retrospective study of two corporate heritage brands, Tiffany & Co. and Burberry that experience structural corporate heritage brand decline, followed by recovery. A major contribution of the article is demonstrating how long-established corporate heritage brands can overcome a structural brand crisis, by restoring corporate heritage. Another contribution is the identification of the roles of heritage custodianship and core brand competencies in facilitating management ...
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    The characteristics of enduring corporate heritage brands often include remarkable, but fluctuating histories. The current article presents a longitudinal, retrospective study of two corporate heritage brands, Tiffany & Co. and Burberry that experience structural corporate heritage brand decline, followed by recovery. A major contribution of the article is demonstrating how long-established corporate heritage brands can overcome a structural brand crisis, by restoring corporate heritage. Another contribution is the identification of the roles of heritage custodianship and core brand competencies in facilitating management of corporate heritage. The study offers a holistic, three-stage, corporate heritage brand recovery framework. The proposed conceptual framework to guide corporate heritage brand recovery utilises three key concepts: corporate brand vision; core brand values; and core brand capabilities.
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    Journal Title
    The Journal of Brand Management
    Volume
    22
    Issue
    5
    DOI
    https://doi.org/10.1057/bm.2015.9
    Subject
    Marketing
    Marketing management (incl. strategy and customer relations)
    Publication URI
    http://hdl.handle.net/10072/126768
    Collection
    • Journal articles

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