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dc.contributor.advisorMerrilees, William
dc.contributor.advisorMiller, Dale
dc.contributor.authorCooper, Holly Belindaen_US
dc.date.accessioned2018-01-23T02:52:23Z
dc.date.available2018-01-23T02:52:23Z
dc.date.issued2016en_US
dc.identifier.urihttp://hdl.handle.net/10072/367347
dc.description.abstractCorporate 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.en_US
dc.languageEnglishen_US
dc.publisherGriffith Universityen_US
dc.publisher.placeBrisbaneen_US
dc.rights.copyrightThe author owns the copyright in this thesis, unless stated otherwise.en_US
dc.subject.keywordsCorporate heritage brandsen_US
dc.subject.keywordsTiffany & Co.en_US
dc.subject.keywordsBurberryen_US
dc.subject.keywordsBrand namesen_US
dc.titleHow can Corporate Heritage Brand Management Protect and Renew Brand Heritage?en_US
dc.typeGriffith thesisen_US
gro.facultyGriffith Business Schoolen_US
gro.hasfulltextFull Text
dc.rights.accessRightsPublicen_US
gro.identifier.gurtIDgu1485485774102en_US
gro.thesis.degreelevelThesis (PhD Doctorate)en_US
gro.thesis.degreeprogramDoctor of Philosophy (PhD)en_US
gro.departmentGriffith Business Schoolen_US
gro.griffith.authorCooper, Holly B.


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