• myGriffith
    • Staff portal
    • Contact Us⌄
      • Future student enquiries 1800 677 728
      • Current student enquiries 1800 154 055
      • International enquiries +61 7 3735 6425
      • General enquiries 07 3735 7111
      • Online enquiries
      • Staff phonebook
    View Item 
    •   Home
    • Griffith Theses
    • Theses - Higher Degree by Research
    • View Item
    • Home
    • Griffith Theses
    • Theses - Higher Degree by Research
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Browse

  • All of Griffith Research Online
    • Communities & Collections
    • Authors
    • By Issue Date
    • Titles
  • This Collection
    • Authors
    • By Issue Date
    • Titles
  • Statistics

  • Most Popular Items
  • Statistics by Country
  • Most Popular Authors
  • Support

  • Contact us
  • FAQs
  • Admin login

  • Login
  • How can Corporate Heritage Brand Management Protect and Renew Brand Heritage?

    Thumbnail
    View/Open
    Cooper_2016_01Thesis.pdf (2.405Mb)
    Author(s)
    Cooper, Holly B.
    Primary Supervisor
    Merrilees, William
    Miller, Dale
    Year published
    2016
    Metadata
    Show full item record
    Abstract
    Corporate heritage brands represent a valuable source of insight into brand longevity. The complexity and omnitemporality of these entities present a unique set of managerial challenges. Therefore corporate heritage brands require a specific brand management approach. However, corporate heritage brands and their management are surprisingly under-researched. Moreover, in a corporate branding context the practices that protect and renew corporate brand heritage are unclear. However, the work of a few pioneering academics has been a source of inspiration and a theoretical foundation for this research. These studies include but ...
    View more >
    Corporate heritage brands represent a valuable source of insight into brand longevity. The complexity and omnitemporality of these entities present a unique set of managerial challenges. Therefore corporate heritage brands require a specific brand management approach. However, corporate heritage brands and their management are surprisingly under-researched. Moreover, in a corporate branding context the practices that protect and renew corporate brand heritage are unclear. However, the work of a few pioneering academics has been a source of inspiration and a theoretical foundation for this research. These studies include but are not limited to Urde et al (2007), Balmer (2011a, 2011b, 2013), Hakala et al (2011) and Hudson (2011). The context of this research is corporate heritage brands and its positioning is corporate heritage brand management. The research was comprised of two discrete studies. The aim of Study 1 was to examine how luxury organisations manage corporate heritage to recover and enhance the corporate heritage brand. Study 1 presents a longitudinal, retrospective study of two corporate heritage brands, Tiffany & Co. and Burberry that experience structural corporate heritage brand decline followed by recovery. The analyses of the cases identified turning points that delineated three periods, specifically the foundational years; an interval of crisis; and subsequent ascendance. Three brand constructs are significant, they underpin the rise, fall and rise of Tiffany and Burberry; brand vision, brand values and core competencies. The study demonstrates how long-established corporate heritage brands can overcome structural brand crisis, by restoring corporate heritage.
    View less >
    Thesis Type
    Thesis (PhD Doctorate)
    Degree Program
    Doctor of Philosophy (PhD)
    School
    Griffith Business School
    DOI
    https://doi.org/10.25904/1912/1722
    Copyright Statement
    The author owns the copyright in this thesis, unless stated otherwise.
    Item Access Status
    Public
    Subject
    Corporate heritage brands
    Tiffany & Co.
    Burberry
    Brand names
    Publication URI
    http://hdl.handle.net/10072/367347
    Collection
    • Theses - Higher Degree by Research

    Footer

    Disclaimer

    • Privacy policy
    • Copyright matters
    • CRICOS Provider - 00233E

    Tagline

    • Gold Coast
    • Logan
    • Brisbane - Queensland, Australia
    First Peoples of Australia
    • Aboriginal
    • Torres Strait Islander