Dissertations / Theses on the topic 'Heritage branding'

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.

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.

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?

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.

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.

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.

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?

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.

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.

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.

Based around the concepts of landscape and identity, this thesis examines several contemporary debates in the Shetland Islands with a view to finding out more about where people in this group of islands currently ‘are’ in terms of their geographical and cultural location, from both a local and non-local perspective. Drawing on a multi-method approach, including textual analysis, participant observation and semi-structured interviews, the study points to the often complex and contentious relationship between power structures and notions of local versus national interests, particularly in the areas of landscape management and nature conservation. The image of Shetland is also discussed in some detail, revealing the importance of how this island group is perceived both outside the islands and among people living in Shetland. It becomes evident, in this context, that ideas associated with ‘northness’ and ‘remoteness’ can be understood as something quite problematic while, at the same time, such ideas can also be used as an asset with which to brand the islands to external markets. The study is set against a backdrop of devolved power structures, nation building and the upcoming referendum on Scottish independence. From a broader perspective, the thesis ties in with a more general discourse in which local and place specific studies are gaining increasing importance in what is frequently referred to as a rapidly globalizing world.

abstract: This study develops a Creative MICE (Meetings, Incentives, Conventions/conferences and Exhibitions) Tourism Destination Branding Model (CMDBM), and argues for co-creation and synergies between MICE and heritage resources in a popular business destination. MICE tourism can be enhanced through co-created offerings by adding innovative value to MICE tourism experiences. The proposed CMDBM framework aims to help determine how a destination can develop a co-created MICE brand through collaboration with key stakeholders to better meet potential MICE travelers’ other touristic interests and cultural values. The research project was undertaken in collaboration with the National Recreation and Park Association (NRPA), New Orleans Ernest N. Morial Convention Center, and several heritage institutions in New Orleans. The study adopts both qualitative and quantitative research designs to explore the destination brand strategy. The qualitative data were acquired through interviews with relevant stakeholders to analyze the use of destination branding strategies and understand existing and potential synergies with heritage institutions. The quantitative portion measures MICE attendees’ perceptions of the co-created value of enhancing MICE destinations with cultural heritage appeal. NRPA Conference attendees’ responses provide a practical understanding for stakeholders. This research provides both practical and theoretical insights for the tourism industry for destination communities, and has salient conceptual and theoretical implications for the academy. The study confirms that MICE tourism, collaborating with cultural heritage assets, can enrich MICE travelers’ travel experiences. The destination brand strategy was identified with supportive cultural heritage resources and an appropriate destination brand framework of MICE tourism was proposed. As confirmed by MICE attendees’ evaluations from the case study, it extends the literature on destination brand, destination brand awareness, destination brand experience, destination brand personality, and destination brand equity. The empirical exploration of MICE destination branding has been handicapped in existing literature by a lack of conceptual marketing perspectives. This work will lend credence to the important aspect of business destination marketing and stresses building synergy and adding value to MICE tourism experiences. As destination marketing programs become competitive, especially in the context of equitable distribution of monetary benefits across different stakeholders, creating synergies become crucial in the destination. A co-created brand strategy can help make destinations more competitive.
Dissertation/Thesis
Doctoral Dissertation Community Resources and Development 2019

The uKhahlamba Drakensberg Park World Heritage Site has significant value including the natural and cultural value such as the production of water, the wilderness and eco-cultural tourism. Situated in the Province of KwaZulu-Natal, in South Africa, this 242 813 ha Park is a national and international asset. There are marketing activities carried out by Ezemvelo KwaZulu-Natal Wildlife (EKZNW); however they are not park specific. Ezemvelo KwaZulu- Natal Wildlife has a number of parks under their management and uKhahlamba Drakensberg Park World Heritage Site is one of these parks. The main aim of this study was to evaluate EKZNW’s current eco-cultural tourism marketing strategy for the uKhahlamba Drakensberg Park World Heritage Site. This was done by achieving the following objectives:- 1. determine the ideal generic marketing strategy for a Protected Area specifically a World Heritage Site; 2. establish the current status of Ezemvelo KwaZulu-Natal Wildlife marketing strategy for the uKhahlamba Drakensberg Park World Heritage Site; 3. conduct a comparative analysis between the ideal strategy and Ezemvelo KwaZulu-Natal Wildlife’s actual strategy for uKhahlamba Drakensberg Park World Heritage Site; 4. based on the comparative analysis, recommend marketing interventions to improve the eco-cultural tourism marketing strategy for uKhahlamba Drakensberg Park World Heritage Site. To fulfil these objectives the research methods used were qualitative in nature because of the type of investigation. Methods used to collect information included a literature review, structured and semi-structured face-to-face interviews, discussions, conducting a SWOT analysis and secondary data analysis. The SWOT analysis was formulated from the interviews but not as a workshop and it was part of the analysis. The results of the study show that the respondents have concerns regarding the marketing of the Site. Currently there is no written eco-cultural marketing strategy for uKhahlamba Drakensberg Park World Heritage Site. However marketing activities limited as they are, are being performed on an ad hoc basis. The Ezemvelo KwaZulu-Natal Wildlife marketing department is too small (three staff) to handle the marketing of all Ezemvelo KwaZulu-Natal Wildlife parks, resulting in uKhahlamba Drakensberg Park World Heritage Site not getting the marketing attention it deserves as an international icon. Scarce resources coupled with internal conflicts, lack of marketing skills, insufficient gathering of marketing information and no external or industry marketing alliances has resulted in minimum marketing exposure for the uKhahlamba Drakensberg Park World Heritage Site. The study concluded that marketing integration and collaboration with all relevant stakeholders is needed. Marketing objectives for the uKhahlamba Drakensberg Park World Heritage Site must be developed. Better profiling of current and potential visitors to maximise revenues is a priority for better future marketing decisions. The brand identity has to be maximised through collaboration with stakeholders and staff. This will lead to sustainable marketing of the Site which takes into consideration biodiversity conservation. This ensures that conservation objectives are not compromised.
Thesis (M.Env.Dev)-University of KwaZulu-Natal, Pietermaritzburg, 2011.

L’Accord intergouvernemental du 6 mars 2007, prévoyant l’aide de la France à la création du premier musée universel hors occident, à Abou Dhabi, aux Émirats Arabes Unis, soulève une vive polémique qui dénonce, entre autres, l’ingérence du politique dans les affaires du musée, la commercialisation du nom « Louvre » et des œuvres du patrimoine national. Par le biais des points essentiels soulevés par les polémistes, le mémoire propose une analyse du rôle historique du musée de l’État dans la société, de l’édification du concept de patrimoine national, de sa pertinence aujourd’hui face au cosmopolitisme des sociétés contemporaines, au pluralisme, et à la mondialisation. Il étudie les ressources économiques du Louvre, ses approches pour générer les fonds nécessaires à son équilibre budgétaire, ainsi que la volonté française d’affirmer sa présence, voire sa prépondérance, au sein d’une culture qui s’universalise, avec pour but d’arriver à la rentabilité financière des grands musées publics. La notion d’intégrité physique et de transmission morale du patrimoine est également abordée alors que le principe d’inaliénabilité des collections publiques est, quelque peu, remis en question par l’actualité. L’Accord signé illustre une adaptation des activités du musée national confronté à des besoins de financement grandissants face aux pressions du marché de l’art international et aux réalités du commerce global. Il illustre la dichotomie entre les exigences pragmatiques de la nature politico-économique du musée, et la fonction de conservation et de recherche qui est d’ordre théorique et moral. Il montre que le capital symbolique du musé devient, aussi, un capital financier.
An intergovernmental agreement signed on March 6, 2007 provided for France’s support for the establishment of the first universal survey museum outside the Western world, in Abu Dhabi. It sparked a fierce debate over such issues as political interference in the museum’s affairs and the commercialization of the “Louvre” brand and of the works that are part of France’s national heritage. By examining the main points raised by critics, this thesis analyzes the social role historically played by the Louvre, the concept of national heritage and its current relevance, given the cosmopolitan nature of contemporary society and the phenomena of pluralism and globalization. It studies the museum’s financial resources, its methods of generating the funds to balance its budget and France’s desire to assert its presence, its dominance even, in an increasingly universal world culture, in order to make its national museums profitable. The notion of physical integrity versus the intangible transmission of the collective heritage is also addressed, while the principle of the inalienability of public collections is questioned somewhat in view of recent political developments. The agreement demonstrates an adaptation of the activities of a national museum faced with growing financial needs due to the pressures of the international art market and the realities of global business. It illustrates the dichotomy between the practical demands of the museum’s political and economic situation, and its more theoretical and intangible mission of preservation and research. It shows that the museum’s symbolic capital is also becoming a form of financial capital.
Pour respecter les droits d'auteur, la version électronique de ce mémoire a été dépouillée de ses documents visuels. La version intégrale du mémoire a été déposée au Service de la gestion des documents et des archives de l'Université de Montréal.

This paper studies two former treaty ports, Kobe in Japan and Incheon (Chemulpo) in South Korea following the scholarship of Jennifer Robinson (2006) in building social scientific knowledge upon case studies of the so-called "ordinary cities". Using a "bricolage" of sub-fields of social anthropology and research techniques, the study focuses on the built remnants from the colonial period in the two cities and their perceived image to further develop on ethnographies of sensescapes and post-colonialism. The present study is an addition to the scholarship of urban anthropology through tracing out the formations of personal images of a city among their inhabitants, emic perceptions of "danger" and "oldness" in relation to built environments in Japan and South Korea and discussing the relevance of post-colonial sensibilities for place image creation. Keywords: urban anthropology, socio-cultural anthropology, collective memory, city branding, city image, post-colonialism, settler urban heritage, Japan, South Korea