Relevant bibliographies by topics / Heritage branding

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers

Academic literature on the topic 'Heritage branding'

Author: Grafiati
Published: 10 December 2022
Last updated: 29 January 2023

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Journal articles on the topic "Heritage branding"

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Fierro, Alvaro, and Ibon Aranburu. "Airbnb Branding: Heritage as a Branding Element in the Sharing Economy." Sustainability 11, no. 1 (December 23, 2018): 74. http://dx.doi.org/10.3390/su11010074.

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The cultural heritage of cities has been proven to be a generator of economic activity and a singular place branding/marketing tool for territories. In addition, in recent times, there has been a boom in the collaborative economy in urban destinations, epitomized by accommodation companies, such as Airbnb. The main objective of this article was to analyze how cultural heritage adds value to the collaborative economy. To this end, a method was proposed that analyzed Airbnb host descriptions, detecting the cultural and heritage goods mentioned, therein, which are used as marketing elements. From these cultural assets, various econometric models were generated that aimed to assess the number of guest reviews, which were used as a proxy for the number of guests. To evaluate this method, a case study was developed in the city of Bilbao. In view of the results, it can be concluded that cultural heritage and spatial location positively influence the activity of the collaborative economy, increasing the number of guests and their economic value.
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Nukhu, Rhulia, and Sapna Singh. "Branding dilemma: the case of branding Hyderabad city." International Journal of Tourism Cities 6, no. 3 (July 9, 2020): 545–64. http://dx.doi.org/10.1108/ijtc-08-2019-0130.

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Purpose Hyderabad City today is a blend of metro and heritage causing much dilemma to what it offers the visitors. A mixture of the “Nawabi – the good old days city” and “information technology hub – a new metropolitan city,” has changed the perception of the city. This has blurred the vision of positioning the city. The purpose of this paper is to analyze the existing city image and the execution of a clear brand message in the face of ambiguous essence of the place. Design/methodology/approach The exploratory case study was divided into two parts. In the first stage of the study, an in-depth interview was conducted on tour operators, hotels and hospitality managers, tourists and residents. In the second stage of the study, the review text was scrapped from TripAdvisor. Further text collocate, linked analysis and word trees were done on reviews of Hyderabad city using Voyant tools to find the core attributes of the city image. Findings The finding indicates that the city branding is diluted with a blended essence of heritage and metropolis, making the positioning of the city ambiguous. Moreover, the findings reveal that the blend of the two dichotomous characteristics of the city can study out through the implementation of the dual branding and story narration of the city. Research limitations/implications The study is no short of limitations, as it is a case-based, subjectivity is inevitable, the selection of the respondents for the interviews was on convenience-based. The number of interviewees for the study is limited thus cannot be generalized. In addition, another limitation of the study is that only few reviews on Hyderabad city were found on TripAdvisor not enough to sustain more elaborated results and, as the reviews were basically from tourists, further there may be some elimination of other important aspects of the city. Text analysis has its own limitation such as it cannot track sarcasm or identify the spelling errors or synonymous. Despite the limitations, the study attempts to shed some light on the city’s needs to rebranding. Practical implications One of the important contributions of the study is its implications, for tour operators and policymakers. For the former, the need to communicate and position the brand and develop a strategy that bridges the gap between heritage image and metropolis. In addition, for the later, for setting the national urban policies that conserve the heritage sites and improvise the management. Social implications To conserve the culture, tradition and heritage sites in the impetus of the city’s phenomenal urbanization and development. Originality/value City as a brand is complex, the present research brings out the complexity based on the essence of the city bridging the gap through an insightful approach. Expanding the body of knowledge, at the same time providing insightful implications for destination stakeholders such as managers, policymakers and destination management organizations.
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Gumede, Thembinkosi, and Ikechukwu Ezeuduji. "Managing Heritage Tourism Brand in South Africa: A Synthesis of Literature." African Journal of Hospitality, Tourism and Leisure 10(4), no. 10(4) (August 31, 2021): 1302–20. http://dx.doi.org/10.46222/ajhtl.19770720.164.

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This paper aims to explore how branding essentials can foster or derail heritage tourism growth. Brand management capabilities support heritage tourism destinations such as South Africa to achieve competitive advantage in the global tourism marketplace. Heritage tourism destinations in Africa operate within a highly competitive environment as most of them offer identical products and services to their clientele. Unique historical and political backgrounds associated with particular geographical regions foster their heritage tourism growth. Subsequently, in South Africa, different forms of tourism that exist within the heritage tourism niche such as cultural tourism have gained immense popularity as they attract numerous domestic and international tourists to heritage tourism sites. Branding as a composite of numerous essentials including, but not confined to, brand essence, brand image and brand loyalty, is believed to be a key factor that can either stimulate or hinder heritage tourism growth in tourist destinations including South Africa. A conceptual model has been developed in this paper, based on the interlinkages between the key essentials of destination branding and how they influence heritage tourism growth. This paper posits that there is a strong relationship and interrelatedness between destination branding and heritage tourism growth.
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Frösén, Johanna, and Mikko Laukkanen. "Reviving heritage brands – the case of Petrodvorets Watch Factory." Emerald Emerging Markets Case Studies 6, no. 1 (April 29, 2016): 1–18. http://dx.doi.org/10.1108/eemcs-06-2015-0105.

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Subject area Branding and brand management. Study level/applicability This case is intended for advanced-level marketing courses (MSc, MBA and EMBA). Students should have some familiarity with central marketing issues and concepts, specifically related to segmentation, targeting and positioning; branding and brand management; and consumer behaviour. Case overview This teaching case concentrates on branding in an emerging markets context, heritage branding, brand revival and entrepreneurial marketing. The case illustrates the challenges and opportunities related to re-launching a heritage brand in the Russian market. Expected learning outcomes The teaching objectives of the case are to provide students with an understanding of how branding tools are applied in an entrepreneurial context and how brands, especially heritage brands, are revived and managed. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes. Subject code Marketing.
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Dannita, Sarah, and Shannaz Deniar. "The Chaebol’s contribution on South Korea nation branding through Korean wave." Satwika : Kajian Ilmu Budaya dan Perubahan Sosial 5, no. 2 (October 31, 2021): 317–36. http://dx.doi.org/10.22219/satwika.v5i2.17609.

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Korean Wave atau yang dikenal dengan Hallyu Wave menjadi salah satu ciri nation branding dari Korea Selatan. Sebagai sebuah kebutuhan dari negara untuk memperkuat eksistensinya, kajian mengenai nation branding menjadi menarik untuk melihat bagaimana strategi yang dipilih dari aktor negara serta bagaimana bentuk kolaborasi yang mereka lakukan. Penelitian ini menelaah kontribusi Chaebol dalam penguatan nation branding melalui Korean Wave. Dengan menggunakan Nation Branding Index oleh Simon Anholt, penelitian ini melihat bagaimana bentuk kontribusi dan kolaborasi antar aktor dalam enam index, yakni national governance, export promotion, tourism, investment and immigration, cultural/heritage relations, dan public/ people. Hasil penelitian ini memperlihatkan usaha Chaebol melalui kerjasama, joint venture, produksi, distribusi, serta promosi konten-konten dalam hallyu terlihat berdampak signifikan baik dalam citra promosi maupun pemasaran produk kepada masyarakat internasional. The Korean Wave, also known as the Hallyu, is one of the nation branding’s characteristics of South Korea. As a need from the state to strengthen its existence, the study of nation branding is interesting to see how the strategies chosen by state actors are and what forms of collaboration they take. This study will examine the contribution of Chaebol in strengthening nation branding through the Korean Wave. By using the Nation Branding Index by Simon Anholt, this study looks at the forms of contribution and collaboration between actors in six nation branding indexes, namely national governance, export promotion, tourism, investment and immigration, cultural/heritage relations, and public/people. The results of this study show that Chaebol's strategies through cooperation, joint ventures, production, distribution, and promotion of hallyu content has a significant impact both in image promotion and product marketing to the international community towards South Korea.
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Seraphin, Hugues, Anca C. Yallop, Alexandru Capatîna, and Vanessa GB Gowreesunkar. "Heritage in tourism organisations’ branding strategy: the case of a post-colonial, post-conflict and post-disaster destination." International Journal of Culture, Tourism and Hospitality Research 12, no. 1 (March 5, 2018): 89–105. http://dx.doi.org/10.1108/ijcthr-05-2017-0057.

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Purpose The purpose of this study is to investigate the link between history (heritage) and tourism marketing (destination branding). More specifically, the paper focusses on how heritage is used by private- and public-sector tourism organisations of post-colonial, post-conflict and post-disaster (PCCD) destinations in their branding strategy. In particular, the paper investigates how these organisations use heritage in their branding and logo design. Design/methodology/approach Within the paradigm of theory building and exploratory approach, this conceptual study is based on a narrative literature review and analysis of research and secondary data on Haiti. The study uses visual research methods to examine and reveal the basis and composition of logos of both private- and public-sector organisations in Haiti. Findings The findings of this paper suggest that capturing the essence of the destination is critical for any visual identification (i.e. logos), and that the visual identification can either adjust representation of past events to the time being (heritage) or move away from the past with clear expectations for the future. Such findings are reflected within the new marketing strategies adopted by the Haitian destination marketing organisation (DMO) and a private resort that we used as examples. Both moved from an idiosyncratic identity-based logo to a universal “sea-and-sun” stereotyped one that goes against heritage for which authenticity is the most important criterion. Practical implications The findings of this research may help destination managers in general, and DMOs in PCCD destinations in particular, to design logos aligned with their marketing and branding strategies. The findings of the paper may also assist industry experts in designing logos that communicate with potential tourists, by leveraging heritage to influence their emotion and decision making. Originality/value This paper represents one of the first papers in tourism research that examines branding strategies of both public and private sectors in the context of Haiti. The research contributes to the body of knowledge on heritage and destination marketing by exploring the role of heritage in the Caribbean area’s branding and marketing strategies.
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Jasni Dolah, Khaw Wei Huan, Lilian Lee Shiau Gee, and Julina Ismail@Kamal. "CREATIVE AND INNOVATIVE DESTINATION BRANDING FOR PENANG TOURISM." Jurnal Gendang Alam (GA) 12, no. 1 (June 30, 2022): 71–82. http://dx.doi.org/10.51200/ga.v12i1.3680.

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As the economies of Southeast Asian countries continue to develop at a faster pace, the opportunity to preserve and promote indigenous heritage and culture is critical. While the heritage buildings and culture of Malaysia may appear familiar and unpopular among locals, they continue to be in greater demand among foreign tourists. The purpose of this study is to examine the local attractions in Penang, which has been perceived as an unpopular tourism destination in recent years due to a lack of creative destination branding but has been recognized as a World Heritage Site by the United Nations Educational, Scientific, and Cultural Organization (UNESCO) for its historical heritage. Historical destinations should be rebranded through the creation of brand histories, as each heritage structure has a unique backstory. To summarize, innovative destination branding strategies were used to accomplish the objective. The foundation of destination branding is to promote the destination and attract new tourists. Observation and questionnaires were used to generate concept proposals. Three critical aspects of a heritage destination can be improved through this research project: the reputation, identity, and perception of the local attraction. Local historic structures should be maintained and protected for aesthetic and safety reasons. This proposal may be accepted as a viable solution for reviving Penang's tourism industry through a creative and innovative approach to destination branding.
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Kostopoulou, Stella, Paraskevi-Kali Sofianou, and Konstantinos Tsiokanos. "Silk Road Heritage Branding and Polycentric Tourism Development." Sustainability 13, no. 4 (February 9, 2021): 1893. http://dx.doi.org/10.3390/su13041893.

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Cultural heritage, considered as a tool for sustainable tourism development and place branding, makes a destination appealing to visitors; hence, cultural heritage tourism can be a driving force for economic growth in cities and regions. Polycentricity is a useful multi-scalar concept in spatial theory that describes how adjacent urban centers can interact with each other, creating synergies and generating broader spatial networks. Cultural heritage and tourism, perceived as important factors of integration in a polycentric spatial structure, can further promote regional branding strategies. In this paper, a polycentricity index is introduced as a methodological tool for networking cultural heritage destinations, with an application to the Silk Road heritage. Silk Road cultural assets traced on the historical Silk Road routes linking East and West, can serve as tourist attraction poles and as an essential component for branding destinations through networking at various spatial scales. The Region of Eastern Macedonia and Thrace in Northern Greece, endowed with a plethora of Silk Road cultural assets, most of which are still untapped, is used to highlight the proposed methodology. The ultimate objective is the designation of polycentric destination networks based on Silk Road assets, in order to build regional branding opportunities over the Region.
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Hakala, Ulla, Paula Sjöblom, and Satu-Paivi Kantola. "Toponyms as carriers of heritage: implications for place branding." Journal of Product & Brand Management 24, no. 3 (May 18, 2015): 263–75. http://dx.doi.org/10.1108/jpbm-05-2014-0612.

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Purpose – The purpose of this paper is to analyse the role of a place’s name as the carrier of identity and heritage from the residents’ perspective. The authors assess the extent to which names of municipalities carry the place’s heritage, and how this can further be transferred to the place brand. The context is a situation in which a municipality changes its name, or is at the risk of doing so, as a result of municipal consolidation. Design/methodology/approach – The authors conducted a large survey in the south-western Finland in spring 2013. The survey questionnaire was posted to 5,020 randomly selected residents, and the final sample comprised 1,380 recipients. The authors offer a framework for operationalising place heritage, comprising four components: history, place essence, symbols and residential permanence. Findings – Most respondents attached importance to the name of their home town. The majority also felt that a name change would mean losing part of the place’s history. A strong place heritage proved to correlate positively with the importance of the municipality name. Practical implications – The developed framework for place heritage can serve as a tool for place branding studies and practical place branding. A stable name has an essential role in branding places. The authorities should understand the crucial relationship between place name, heritage and identity, and their importance to the residents. Originality/value – To the authors’ knowledge, this study is the first to report empirical research on the relation between place names and place branding from the heritage perspective.
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Rakhmawati, Yuliana. "Batik Madura: Heritage Cyberbranding." Jurnal Komunikasi 10, no. 1 (March 1, 2016): 57. http://dx.doi.org/10.21107/ilkom.v10i1.1840.

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<p><strong>Abstrak</strong></p><p><br />Madura dalam perspektif komunikasi bukan hanya ditempatkan sebagai<br />kumpulan etnisitas melainkan juga sebuah entitas budaya yang melakukan<br />konstruksi atas situs, cara hidup(way of life) dan ide-ide. Proses internalisasi,<br />eksternalisasi dan objektivasi dalam rangkaian interaksi bersama melahirkan<br />produk-produk budaya yang mempunyai nilai filosofi. Batik Madura merupakan<br />salah satu situs kekayaan budaya dengan menampilkan warna kearifan lokal <br />ala haute couture. Dalam perjalanan pergaulannya, Batik Madura semakin <br />berkembang dan terlibat secara aktif dalam dinamika derasnya kompetisi pasar.<br />Strategi diperlukan untuk melestarikan Batik Madura bukan hanya sebagai<br />salah satu warisan (heritage) kekayaan budaya melainkan juga sebagai sebuah<br />kekuatan merek (branding) akan kualitas dari situs budaya.</p><p><br />Kata kunci: Batik Madura, Heritage, Branding</p>
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Dissertations / Theses on the topic "Heritage branding"

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Weston, Sian. "Branding Burberry : Britishness, heritage, labour and consumption." Thesis, Goldsmiths College (University of London), 2016. http://research.gold.ac.uk/19358/.

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This thesis examines British fashion company Burberry, and how it moved from its semi-rural craft-based origins in the mid-19th Century, to become a successful, global luxury fashion brand in the 21st Century. The thesis uses different methodological approaches including interviews with factory workers, archive materials, historical government documents, images from branding campaigns, and Internet responses in order to build a rich narrative starting from Burberry’s beginning in 1856. Changes to shifting retail and production landscapes, marketing, consumer demographics, and management structures are traced over a period of 150 years, and show how a company re-brand in 1997 generated structural contradictions within each of those areas, shaping its future both inside the company and externally. Burberry’s use of new technologies and social media in tandem with ‘heritage’ images and products shows how harnessing them together created new and lucrative global markets for the brand. Similarly, its long history is used to create an idealised ‘old England’ for the export market, particularly for consumers with a purely online relationship with the brand, though analysis of international and national markets reveals how contradictions in campaigns created outcomes that could not be predicted. The company re-brand is used as a focus to examine how Burberry attracted young, British working-class consumers, and how that caused sections of the UK media and the general public to protest against those seen as ‘bad’ consumers, capable of damaging brand value. Equally, issues of class and ethnicity cut across the company, primarily in terms of ‘whiteness’, showing how the brand has been used to further devalue the cultural capital of working class consumers and a single so-called ‘celebrity chav’. The thesis shows how although Burberry positions itself within the luxury market, its meaning remains mobile, which is simultaneously precarious, contradictory and paradoxical.
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Grätzer, Matus, Martin Rengard, and Frank Terlouw. "The World Heritage as a Brand : Case study of World Heritage brand usage by sites and their stakeholders in context ofSweden and Denmark." Thesis, Linnéuniversitetet, Institutionen för organisation och entreprenörskap (OE), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-44533.

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The UNESCO World heritage inscription has become popular with 1000+ sites nowadays, when it was introduced after the Second World War in order to protect significant areas such as landscapes and buildings. The popularity is visible in terms of touristic benefits and shows an attractive feature for the designated site, transforming the World Heritage label into a brand. However, this research finds the World Heritage brand is becoming weak in its ability to attract tourists which is in contrast with prevailing views found in preceding studies. The point of departure of this research is the situation on World Heritage Southern Öland what has influenced the scope of research focusing mainly on Nordic perspectives (Sweden, Denmark and Germany). The purpose of this paper is to call for improved stakeholder management at World Heritage sites to improve the brand and analyses the situation and practices in Sweden, Denmark and to a very limited extent, Germany. The research is based on theoretical stakeholder framework and cross-case analysis based on two case studies done in Denmark and Sweden employing data collection by interviews and questionnaires. It describes the stakeholder management and networking as contributors to the branding of the World Heritage sites. This paper shows various limitations of using the World Heritage brand and how World Heritage sites may attempt to strengthen themselves by creating a common network as well as using it as a local destination brand for commercial purpose.
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Martis, Niklas. "The World Heritage Coulisse : Identity, Branding and Visualisation in the city of Mantua." Thesis, Högskolan på Gotland, Institutionen för kultur, energi och miljö, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hgo:diva-1549.

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This thesis deals with the issues concerning the World Heritage industry. One of the major topics is the international documents that the organisation of UNSECO and their predecessors have been referring to since 1931 in the Athens Charter. The documents are described along with terms like place identity, place branding, historicism, and place construction and analysed in a case study. The case study is the World Heritage site of Mantua in the east part of Lombardy, Italy. Within the frames of these terms and documents the historical route ‘The Prince’s path’ is analysed trough the perspective of uninformed visitors. In the case study the information given in the urban space will be presented along with the changes that have been made in the past century. This presentation intend to relate to the criticality's that the Outstanding Universal Value may cause in terms of how the site may be affected to effects linked to the heritage brand like cultural tourism and knowledge of the specific site. Questions like what kind of information the spectator is given in the urban room are analysed and answered with help of the available information for tourists. One of the problems in this sense is the chosen selection of information that is given, could this selection in any sense be connectable with the World Heritage nomination and is there a conscious mediated image coherent throughout the sources of information?
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Duranton, Jeanne, and Laurent Sery Emilie Theau. "Cultural heritage and branding of family firms in the French wine industry : A case of Burgundian wineries." Thesis, Internationella Handelshögskolan, Jönköping University, IHH, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-49953.

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Background: The wine industry is often linked to family business, due to the tradition of some long-standing family winery. Scholars agree that, the family elements are a factor of success in this industry. A reason for this success can be found in the branding of wineries. While the literature in branding is extensive, the link between wine family firms and their cultural heritage in the branding and the brand identity is poorly tackled. Given the wine history in a country like France, cultural heritage is a key point and its effect on wineries is a subject that deserve further research.Purpose: The purpose of this paper is to explore the branding of wine family firms. The focus is set on exploring how and why family wineries are using their cultural heritage in branding, and how it affects the brand identity of wineries. By explaining the use of cultural heritage, we wish to understand the reason of the success in turning their personal background into the main asset of their branding strategy.Method: This research is qualitative and based on an interpretivist paradigm. Research method is following the Grounded Theory approach. Primary data are collected via open-ended interviews and all participants are family wineries with significant business seniority in Burgundy, France, as well as wine experts.Conclusion: The results show that family wineries use cultural heritage within their branding for three reasons: (1) Terroir gives the components of the product and directly influence the product positioning, (2) Customers behaviour and expectations is influenced by winery cultural heritage, (3) Industry requires higher reputation and singularity, brought by innovation and tradition. The leverage of their cultural heritage in branding and its outcomes on brand identity is done though (4) Storytelling of wineries cultural heritage which plays on the pleasure, emotional and cultural aspect of wine.
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Javidi, Linda, Waronen Johanna Raga, and Maria Orrstenius. "All Aboard the Change Train : Administrative Heritage and Its Influence on Rebranding." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-325144.

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Research Questions: How does the different aspects of administrative heritage influence the internal acceptance of a rebranding? What are the main determinants of administrative heritage for the internal acceptance of a rebranding?  Purpose: The purpose is to investigate how administrative heritage affects multinational corporations in order to leverage strengths and counterbalance limitations when striving for internal acceptance of a rebranding.  Method: This study applied a qualitative research with an abductive approach. A single case study was conducted and data was collected using semi-structured interviews from employees at different departments of an organization.  Conclusion: The result of this study has developed the concept of administrative heritage in relation to rebranding and have presented how and what aspects to leverage and counterbalance within strategy, structure and culture. The study has come to the conclusion that an MNC can leverage the strengths of strategy, structure and culture through communication which essentially creates inclusion, shared beliefs, brand champions, trust and headquarters culture. The aspect of strategy mostly affects rebranding on a general level whilst structure and culture have more direct influence on the internal acceptance of a rebranding.
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Sammour, Ammar Abdellatif Taha. "Corporate heritage brand identity, customer experience and satisfaction : the case study of John Lewis Partnership." Thesis, Brunel University, 2017. http://bura.brunel.ac.uk/handle/2438/16324.

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Purpose: This research studies the relationship between corporate heritage brand identity and customer satisfaction of John Lewis Partnership (JLP) which is one of the most successful British retail heritage brands internationally. It conceptualizes and addresses the key factors of corporate heritage brand identity including brand price, quality, design, and symbol. It examines the corporate heritage brand experience of JLP customers through which corporate heritage brand identity influences customer satisfaction. It also establishes the moderating role of brand innovation, word of mouth and multiple time dimensions on these relationships. Design/methodology/approach: A conceptual framework of corporate heritage brand identity is developed from the literature review. To improve the validity of this study, semi-structured interviews were carried out with JLP managers, senior partners and their loyal customers recommended by JLP. These interviews have verified and advanced the hypotheses informed from the reviewed literature. This study mainly adopts the quantitative survey research method approach to test the conceptual framework. An online questionnaire was sent to JLP customers through social media channels such as Facebook, Twitter, and LinkedIn. Off-line paper-based survey questionnaires were collected from customers in JLP stores located in five cities in the UK (London, Manchester, Liverpool, Leicester and Southampton). In total, a sample of 596 clean questionnaire responses were collected and used for this study to test the developed hypotheses. Findings: Data analysis results have confirmed the dynamic and essential role of heritage brand identity on attaining and sustaining customers' satisfaction of a corporate heritage brand from the retailing industry in the UK. The results revealed that corporate heritage brand identity dimensions (price, quality, design and symbol) are effective in representing the strength of corporate heritage brand identity. The confirmed that the dimensions of the corporate heritage brand identities of this study are indicating positive impacts on corporate heritage brand experience according to the data analysis results. The findings also suggest that these brand experience dimensions (sensory, affective, behavioural and intellectual) have a positive influence on improving customer satisfaction. Additionally, brand innovation and the time stream in this study strengthens the relation between corporate heritage brand identity and corporate heritage brand experience. Furthermore, word of mouth and the prospect future of a corporate heritage brand are of significance to improve customers' satisfaction through positive heritage brand experience. Originality/value: This is one of the few attempts to develop a conceptual framework of corporate heritage brand identity. The conceptual framework has confirmed the multiple dimensions of corporate heritage brand identity (including brand price, quality, design and symbol) and their impact on customers' experience and satisfaction. This study also identified the moderating role of brand innovation, word of mouth and multiple time dimensions on the relationships between corporate heritage brand identity and customers' experience and satisfaction. This is one of the first attempts to study corporate heritage branding management in the retailing industry sector. Managerial implications: The corporate heritage brand identity dimensions identified from this study have the potential to help brand managers develop and augment their corporate heritage brand management strategy, especially for the retailing industry as revealed in this study. Marketers and brand managers need to be aware of their corporate heritage brand treats such as price, quality, design and symbol to satisfy and sustain their customers. The findings reflect the importance of sustaining the traits of corporate heritage brand and being responsive and innovative to the market on time. Additionally, the fundamental function of Word of Mouth (WOM) in extending the communication channels between a brand and customers. The findings confirmed that Time Streams have a central role in demonstrating the identity and sustainability of a corporate heritage brand.
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Linder, Johan. "Den lokala profilen : Person, plats och kulturarv." Doctoral thesis, Stockholms universitet, Institutionen för kultur och estetik, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-113793.

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The aim of this study is to examine the use of famous historical or fictional persons in place branding. It seeks to analyze the images of places that are produced, and the representations of persons that are used in branding practices. Largely this use is located within a tourist discourse, begging the question how tourists take part in the shaping of these cities. In sum, the study aims to examine constructions of the past and the present, as well as representations of gender. The main question is which parts of the history of a city are described and which sites are highlighted. Four cases studies are presented. First, the uses of the heritage connected with author Selma Lagerlöf in and around Sunne are examined, in particular her former residence, Mårbacka, now musealized. Second, Uppsala's and Småland's uses of the Carl Linnaeus heritage are surveyed. Third, the uses of inventor Johan Petter Johansson in Enköping are studied, and fourth the tourist and heritage practices around fictional police detective Kurt Wallander in Ystad are examined. Taken at face value, these examples differ from each other in many ways. The aim of the dissertation is to track these differences, but also the likenesses in practices, meaning production and visualizations. In sum, the aim of this dissertation is to examine how the productions of meaning are influenced through the use of these individuals. How do visitors influence the production on these heritage sites? Is there room for change in descriptions of persons and places? How are ideas of authenticity produced when places are viewed through one individual? What ideas of gender and masculinity are produced?
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Casselbrant, Mikaela, and Emma Gråd. "Tradition 2.0 : En studie om lokal tradition inom en samtida organisation." Thesis, Linnéuniversitetet, Institutionen för organisation och entreprenörskap (OE), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-43616.

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Organisationer har olika strategier för särskiljning och konkurrenskraft där kultur, arv och tradition tillämpas på olika sätt för att profilera sig både mot kunder och medarbetare. Företag vilka bygger och anspelar på lokal tradition återfinns inom de flesta sektorer, dock har få studier gjorts på medarbetarens upplevelse av tradition inom en organisation. Kunskapsluckan i traditionens betydelse för medarbetare inom samtida organisationer är således av vikt att studera. Vi vill genom denna undersökning förstå hur medarbetaren upplever en eventuell anspelning på lokal tradition inom en organisation. Undersökningen av sambandet mellan lokal tradition och medarbetaren ska bidra till ökad insikt om huruvida lokal tradition har aktualitet och betydelse för en organisationsmedlem. Genom kvalitativ metod med induktiv ansats behandlar vi fenomenet tradition. En fallstudie har tillämpats med intervjuer och observationer som primärdata. Genom denna studie har vi funnit att betydelsen och upplevelsen av tradition ter sig annorlunda bland tjänstemän och produktionsarbetare. Uppdelning av upplevelser i respektive grupp kan härledas till, förklaras genom och i vissa fall påverkas av andra organisatoriska aspekter, såsom corporate heritage, corporate heritage brand, identitet, internal branding, stolthet, storytelling samt gemeinschaft och gesellschaft.
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Hanušová, Petra. "Strategie značky na trzích umění a kulturního dědictví." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-76418.

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The master's thesis is focused on aspects of brand building in the art and cultural heritage markets. It analyzes the understanding of cultural products, a brand and a process of building a brand in relation to institutions managing a cultural property. The thesis examines the phenomena and circumstances related to basic artistic products brand creation and their relation to cultural institutions' branding processes. Based on practical examples, it provides a comprehensible methodology of brand evaluation, brand identity, brand image and potential strengths and weaknesses of the brand. Specific situations and strategies based on proposed methodology are presented using examples from significant institutions. The thesis introduces a systematic approach to brand building in culture and provides recommendations for cultural institutions management.
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Calisir, Melissa, Anni Lehtinen, and Frida Östberg. "Rebranding a century-old brand." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-12745.

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As customer segments age and technologies advance, many brands realize that they have to do something in order to survive and appeal to younger consumers. Oscar Jacobson, a brand that has existed since 1903, had experienced decreasing sales due to an aging customer base. A rebranding process was started when ownership of the company was shifted. The rebranding resulted in a renewed assortment, new concepts, ways of working with brand communication and adopting new communication tools. The purpose of this study is to examine what reasons underlie a company’s decision to rebrand, what strategies they use to do so, as well as further understanding how a new image from rebranding is communicated to customers. Research and analysis has been conducted on how internal values can be communicated externally, and how a brand can rebrand whilst keeping their heritage. The study focused on the case study company, in our case Oscar Jacobson, where facts and opinions regarding the rebranding process have been collected from the company’s management. To conclude the study, we found that when rebranding, brand elements that are weighing down the company need to be eliminated and focus should be shifted to modernizing these elements. For Oscar Jacobson, internal brand elements such as assortment needed to be evolved and changes need to mediate to the market through cohesiveness in all communication channels in order to transmit the right message to the customers. The design of the study is a case study, empirical material has been collected through qualitative semi-structured interviews with representatives within management positions of Oscar Jacobson. In the theoretical framework, different concepts regarding the subjects of branding, rebranding and brand communication have been discussed, in order to help us understand the concepts and to present and analyze the findings as accurate as possible.
I och med en åldrande kundgrupp och mer avancerade teknologier på marknaden, tvingades många varumärken ändra på delar av varumärket för att hålla märket vid liv och för att vara iögonfallande för en yngre målgrupp. Oscar Jacobson har existerat sedan 1903, men i början av 2000-talet minskade försäljningen på grund av en åldrande kundgrupp. En omstrukturering startade efter att företaget sålts till ett investmentbolag. Omstruktureringen har resulterat i nya koncept inom företaget samt nya sätt att arbeta med kommunikationen om varumärket, nya kanaler och att erbjuda nya och fler produkter i sortimentet. Syftet med studien är att undersöka vilka orsaker som ligger till grunden av att starta en omstrukturering och vilka strategier man använder för att tillämpa förändringarna. Detta kommer studeras utifrån ett företagsperspektiv med en fokusering på företag som vill omstruktureras men ändå behålla delar av sina arv. Forskning och analys har även gjorts på hur interna värden kommuniceras till omvärlden när omstruktureringen är genomförd. Studien har tillämpats på ett fallföretag, i vårt fall Oscar Jacobson, där fakta och åsikter om omstruktureringsprocessen samlats in ur företagets perspektiv. Som sammanfattning av resultaten har vi kommit fram till att när ett företag omstrukturerar sig är det viktigt att eliminera de gamla faktorer i varumärket som inte längre är till någon nytta och håller tillbaka varumärkets nya image. Istället ska fokus ligga på att utvecklas och röra sig framåt. Interna komponenter som t.ex. sortiment måste utvecklas och förändringar behövs förmedlas till marknaden genom en röd tråd i marknadsföringskanaler för att sända rätt budskap till kunderna. Studien är utförd som en fallstudie och kvalitativa semistrukturerade intervjuer har gjorts på representanter på chefspositioner inom Oscar Jacobson. I det teoretiska ramverket diskuteras olika begrepp inom märkesprofilering, varumärkes rekonstruktion och varumärkeskommunikation i syfte att ge en grund till oss och till läsaren. I detta avsnitt presenteras också olika teorier från tidigare forskning som diskuteras utifrån forskningsresultatet i analyskapitlet.
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Books on the topic "Heritage branding"

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Deutsch, Jennifer. Just who do your customers think you are?: A guide to branding your organization. [Lansing, Mich.]: Michigan Museums Association, 2002.

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Brandon, Taylor, and Southern Arts. Touring Exhibition Service., eds. David Ferry: Aspects of our national heritage : with an essay by Brandon Taylor. Winchester: Winchester School of Art, 1999.

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Simpson, Jean Orr. Arthur Orr, the elder, and allied families : Beattie, Bracken, Brandon, Carson, Clark, Dryden, Fleeming, Galbreath, Harvie, Hope, and Mc Grew: Their heritage and their legacy. [United States: s.n.], 1994.

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Harvey, Matt, Warwick Frost, and Leanne White. Wine and Identity: Branding, Heritage, Terroir. Taylor & Francis Group, 2017.

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Wine and Identity: Branding, Heritage, Terroir. Taylor & Francis Group, 2014.

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Harvey, Matt, Warwick Frost, and Leanne White. Wine and Identity: Branding, Heritage, Terroir. Taylor & Francis Group, 2014.

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Harvey, Matt, Warwick Frost, and Leanne White. Wine and Identity: Branding, Heritage, Terroir. Taylor & Francis Group, 2014.

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Harvey, Matt, Warwick Frost, and Leanne White. Wine and Identity: Branding, Heritage, Terroir. Taylor & Francis Group, 2014.

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Harvey, Matt, Warwick Frost, and Leanne White. Wine and Identity: Branding, Heritage, Terroir. Taylor & Francis Group, 2014.

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Ott, Daniel P. Harvesting History: McCormick's Reaper, Heritage Branding, and Historical Forgery. University of Nebraska Press, 2023.

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Book chapters on the topic "Heritage branding"

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Brunninge, Olof. "Family Heritage in Corporate Heritage Branding." In Foundations of Corporate Heritage, 259–71. Abingdon, Oxon ; New York, NY : Routledge, 2017.: Routledge, 2017. http://dx.doi.org/10.4324/9781315735436-10.

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Pavković, Marina, and Jesenko Horvat. "Physical Branding and Heritage." In Cultural Urban Heritage, 141–53. Cham: Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-10612-6_12.

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Bargenda, Angela. "Aesthetic heritage and corporate branding." In Building Corporate Identity, Image and Reputation in the Digital Era, 181–202. London: Routledge, 2021. http://dx.doi.org/10.4324/9781003080572-9.

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Mendes, Silvano. "The Fourth Space: Fashion Branding and Café-Restaurant Projects." In Fashion Heritage, 215–38. Cham: Springer International Publishing, 2022. http://dx.doi.org/10.1007/978-3-031-06886-7_9.

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Huppatz, Daniel J. "Lifestyle Branding, Nostalgia and Hong Kong's Contested Heritage." In Design and Heritage, 154–68. London: Routledge, 2021. http://dx.doi.org/10.4324/9781003096146-14.

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Paganoni, Maria Cristina. "Branding Heritage, Digital Genres, Transmedia Storytelling." In City Branding and New Media, 63–95. London: Palgrave Macmillan UK, 2015. http://dx.doi.org/10.1057/9781137387967_4.

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Chhabra, Deepak. "Negotiated authentication of nation branding." In Resilience, Authenticity, and Digital Heritage Tourism, 129–45. London: Routledge, 2021. http://dx.doi.org/10.4324/9781003098836-8.

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Ostillio, Maria Carmela, and Sarah Ghaddar. "Salvatore Ferragamo: Brand Heritage as Main Vector of Brand Extension and Internationalization." In Fashion Branding and Communication, 73–99. New York: Palgrave Macmillan US, 2017. http://dx.doi.org/10.1057/978-1-137-52343-3_3.

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Burghausen, Mario. "Towards a Co-Creational Perspective on Corporate Heritage Branding." In The Routledge Companion to Corporate Branding, 345–63. London: Routledge, 2022. http://dx.doi.org/10.4324/9781003035749-26.

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Pecot, Fabien. "Cross-Fertilization of Heritage between Product and Corporate Branding." In The Routledge Companion to Corporate Branding, 364–77. London: Routledge, 2022. http://dx.doi.org/10.4324/9781003035749-27.

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Conference papers on the topic "Heritage branding"

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He, Yan, and Jiankang Zhang. "Branding for the Sustainable Development of Cultural Heritage in Zhejiang Province." In 2022 7th International Conference on Financial Innovation and Economic Development (ICFIED 2022). Paris, France: Atlantis Press, 2022. http://dx.doi.org/10.2991/aebmr.k.220307.224.

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Saffira, Mega. "Effect of Narrative with Cross-cultural Innovation as Cultural Heritage Branding Strategy." In ICON ARCCADE 2021: The 2nd International Conference on Art, Craft, Culture and Design (ICON-ARCCADE 2021). Paris, France: Atlantis Press, 2022. http://dx.doi.org/10.2991/assehr.k.211228.027.

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Adiba, Ratu Alma, and Ignatius Agung Satyawan. "Borobudur Heritage Diplomacy of Indonesia as Nation Branding Strategy under President Joko Widodo Administration." In Proceedings of the 2nd International Joint Conference on Hospitality and Tourism, IJCHT 2022, 6-7 October 2022, Singaraja, Bali, Indonesia. EAI, 2022. http://dx.doi.org/10.4108/eai.6-10-2022.2325714.

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Alraouf, Ali. "Towards a New Paradigm in City Branding and Marketing." In 55th ISOCARP World Planning Congress, Beyond Metropolis, Jakarta-Bogor, Indonesia. ISOCARP, 2019. http://dx.doi.org/10.47472/nkox7405.

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In rentier countries around the Gulf, a paradigm shift is certainly happening. Gulf States resorted to branding strategies which would secure a global recognition for their cities. The paper analyzes the effectiveness of tools used in Doha, the capital city of Qatar to create its own identity within the Gulf States and the rest of the Middle East. The analyzed tools will include City Uniqueness, Quality of Public Spaces, Signature Architecture, Events, Festivals, Cultural Tourism and Facilities. One of the main strategies used in Doha to articulate its brand is enhancing the ability of the city to host global Events, Festivals, and international sports. Competitions and cultural Carnivals. The research illustrates the use of Interesting Architecture, Cultural Facilities, Unique streets, Public parks, City natural and man-made Uniqueness as a City Marketing and Positive Branding Tools. The paper investigates crucial questions including the impact of the digital paradigm on the competitiveness of cities? How to regionally and globally market a city? What are the sustainable and resilient strategies for branding contemporary city? The paper also articulates a model for the case of Doha city banding and marketing which is based on a balanced approach. Such an approach would consider traditional assets including history and heritage. Also, it will include contemporary and innovative assets resulted from the last decade unprecedented investments in the sectors of education, research, culture and knowledge. Hence, the paper suggests a more holistic approach to city branding which would balance between social equity, economic prospertiy and ecological intergrity.
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Кадримбетова, Назгуль Нуржановна, Айсулу Корабековна Купаева, and Жанар Алтынбековна Жаксылыкова. "HISTORICAL DOCTRINE OF THE STATE CULTURAL POLICY OF KAZAKHSTAN: FROM THE CONSCIOUS PAST TOWARDS A MEANINGFUL FUTURE." In Научные исследования в современном мире. Теория и практика: сборник избранных статей Всероссийской (национальной) научно-практической конференции (Санкт-Петербург, Май 2021). Crossref, 2021. http://dx.doi.org/10.37539/nitp316.2021.19.25.007.

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В статье дается обзорный анализ основ государственной культурной политики в рамках сохранения и использования историко-культурного наследия на базе методики геокультурного брендирования. Казахстанский геокультурный бренд - «Великая степь как этнотерриториальный образ степной цивилизации». The article deals with an overview analysis of the foundations of the state cultural policy in the framework of preserving and using historical and cultural heritage based on the methodology of geo-cultural branding. Kazakhstan's geo-cultural brand is "The Great Steppe as an ethno-territorial image of the steppe civilization".
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Vengerova, Marina E. "Branding Identity in Architecture: Christian Churches of Ancient Russia, Hindu Temples of India, and Company Offices of the 21st Century." In Proceedings of the 2019 International Conference on Architecture: Heritage, Traditions and Innovations (AHTI 2019). Paris, France: Atlantis Press, 2019. http://dx.doi.org/10.2991/ahti-19.2019.15.

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Wan Hafiz, Wan Zainal Shukri, Gan Mei Yen, Abdul Wahab Mohamad Rahijan, and Wenjie Cai. "CHINESE FOOD CULTURE AND FESTIVAL: ROLE AND SYMBOLIC MEANING AMONG HOKKIEN MILLENNIALS." In GLOBAL TOURISM CONFERENCE 2021. PENERBIT UMT, 2021. http://dx.doi.org/10.46754/gtc.2021.11.023.

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The practice of preparing and consumption traditional food at home is the foci in most traditional celebrations, mostly accompanied by rich ethnic rituals, practice and symbolic meanings. However, studies showed changes in lifestyle and work demands in post-modernity have impacted the significance of century’s old ethnic practices in modern life. Millennials (those born between 1980s - 1990s) are more attracted to branding and commercial foods rather than festival foods. This presents an imminent risk of an erosion of Chinese festival foods and cultural identity. This study explores the symbolic meanings of the Hokkien festival foods, factors influencing the consumption of Hokkien festival foods, and role of Hokkien festival foods among Hokkien millennials. Adopting an interpretivist approach, twenty participants who identified themselves as Chinese Hokkien and were born between 1980s - 1999s in Negeri Sembilan were interviewed for the purposes of data collection. The symbolic meaning of Hokkien festival foods among Hokkien millennials were maintaining relationship with their ancestors by following festive traditions and spending quality time with family members. The role of Hokkien festival foods were to celebrate the traditions, culture and heritage as well as pass those traditions on to the younger generations. There were three main factors that influenced Hokkien festival food consumption, which were changed or set aside in keeping with a more modern lifestyle, affected by the attitude of the younger generation and the fact that parents failed to pass on the traditions.
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Accetta, Cinzia. "Gibellina and the identity of community. Brandi, Burri and the conserva-tion of the 'ruins'." In HERITAGE2022 International Conference on Vernacular Heritage: Culture, People and Sustainability. Valencia: Universitat Politècnica de València, 2022. http://dx.doi.org/10.4995/heritage2022.2022.15618.

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The construction of the new Gibellina is the starting point to reflect on the importance of memory and the rites of passage between the past and the future of a people. The construction of the city resulted from the destruction of the Belice earthquake of 1968 which wiped out the old town and forced the inhabitants to look for a new, safer place. What remains of the old city destroyed by the earthquake, with its painful heritage of ruins and rubble, has been transformed from a pour of concrete into a work of art: the "Cretto" by Alberto Burri. The new site arose from the design of Marcello Fabbri was the result of experimentation for the city of the future, designed for a significant increase in housing flows which later proved to be overestimated, creating a sense of alienation and out of scale. In the following years, the emotional and social clamor about the community was dramatic, due to the loss of the historical memory of the territory. The citizens of Gibellina had lost their place of origin, their "sacred pole". The contribution aims to highlight the links between past and future in the history of a place that pass through the relationships between the urban and social fabric in the transmission of the memories and identity of a people. After several decades, it is possible to evaluate the emotional effects of the choices made and reflect on the strategies that can be applied to heal the obvious gap between design and actual use of a place. The comparison between the settlement rituals of the nomadic tribe of the Omaha people based on the continuity of a symbolic object, the sacred pole, and the loss of the “genius loci” of Gibellina caused by the occultation of the macere, allows to identify an interesting and unprecedented parallelism in the re-foundation symbolic of the settlement principle which is at the basis of the rebirth of a community. As Torsello and Boscarino suggests, the memory of a people passes through its monuments. Etymologically it can be traced back to the Latin verb “monere” that is to remember, emphasizing the act of admonishing, warning, remembering the history imprinted in the voluntary action of building for the community.
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Leopaci, Juliana Do Amaral, Mariah Boelsums, and Fernanda Bredariol. "Restoration of polychrome wood sculpture: a case study with highly weakened polychrome." In RECH6 - 6th International Meeting on Retouching of Cultural Heritage. València: Editorial Universitat Politècnica de València, 2021. http://dx.doi.org/10.4995/rech6.2021.13579.

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This article presents a case study of a polychrome wood carving sculpture representing Jesus Christ crucified. The piece belongs to the Chapel of Nossa Senhora da Glória, located in the district of Ressaca/Carandaí, Minas Gerais, Brazil. It was in a poor state of conservation, especially the very fragile polychrome, impairing the work. legibility. From the analysis of the state of conservation of the object, four important points were considered to support the proposed treatment: stability, reversibility, aesthetic legibility, and the potential oneness conceptualized by Cesare Brandi, which aimed at the stability of the material that would guarantee the potential oneness of the work without creating a historical and artistic falsehood. These points are directly linked to the modern techniques and resources used, as well as the intention to maintain the integrity and authenticity of the work. The entire polychrome process was of great importance to acquire its stability, due to the presence of four types of lacunae. Lastly, the chromatic reintegration, in which the pointillism technique was used, aimed to be distinguishable from the pictorial layer of the work. Therefore, this study aims to present the restoration process of a polychrome wood sculpture and, mainly, to demonstrate the importance of chromatic reintegration to insert and ensure aesthetic legibility and a potential oneness of the work.
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Tonini, Francesca. "With a little help of my friends. A hopeful educational methodology on retouching for conservation-restoration students on wooden sculpture." In RECH6 - 6th International Meeting on Retouching of Cultural Heritage. València: Editorial Universitat Politècnica de València, 2021. http://dx.doi.org/10.4995/rech6.2021.13583.

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Is it possible to mix and match the theoretical foundations of Cesare Brandi - internationally recognized - with the new theories of Muñoz Viñas for a new ethics of restoration, taking into account the suggestions of Paul Philippot, who was the first to deal with the restoration of wooden sculpture? For educational purposes in restoration schools, is not easy to cover all these aspects of retouching, but it is important to find a method that allows students to acquire a solid foundation, and then to deepen the different aspects of the question, hopefully simple but at the same time effective. The Author develops a proposal based on three basic cornerstones: 1. familiarity with the techniques of execution of the work of art and the materials of which it is composed (study of technical art history, and laboratory practice from painting to gilding); 2. study of the basic principles of the restoration theory; 3. practical experiments with the different techniques of pictorial integration (tratteggio, selezione cromatica, selezione effetto oro, dots, mimetic retouching), of the different retouching materials (watercolors, tempera, varnish colors, micaceous), and with protective coatings. In all situations the basic theoretical principles are: 1. recognizability: the pictorial restoration must always be easily recognizable (also using modern technologies); 2. reversibility, i.e. the retouching must be easily reversible without endangering the original work. Thus, the proposed methodology will be a useful tool to contribute and work on the wooden cultural heritage by including not only tangible aspects but also emotional, ideological and above all identity meanings.
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