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The dual opening to brand heritage in family businesses
Jönköping University, Jönköping International Business School, JIBS, ESOL (Entrepreneurship, Strategy, Organization, Leadership). Jönköping University, Jönköping International Business School, JIBS, Center for Family Enterprise and Ownership (CeFEO).
Jönköping University, Jönköping International Business School, JIBS, ESOL (Entrepreneurship, Strategy, Organization, Leadership). (IHH, Center for Family Enterprise and Ownership, JIBS, Center for Family Enterprise and Ownership)
2013 (English)In: Corporate Communications. An International Journal, ISSN 1356-3289, E-ISSN 1758-6046, Vol. 18, no 3, 327-346 p.Article in journal (Refereed) Published
Abstract [en]

Purpose: We seek to uncover why and how the combination of family and company history in family businesses implies idiosyncratic opportunities in the process to uncover, activate, and nurture heritage-based corporate identities and brands.  

Findings: Based on the construct of brand heritage, we clarify why the entwinement of family and business provides fertile ground for brand heritage. The presentation of a typology of ways to communicate family, firm and family firm history respectively further reveals the varying openings and practices of family businesses in this area. 

Design/methodology/approach: Our discussion is specifically informed by the literatures on brand heritage, family business, and the notion of hybrid identities. To illustrate our typology of history communication in family businesses we rely on website observations in Sweden and German-based family businesses.

Research limitations/implications: The paper primarily takes an external marketing orientation and is conceptual. 

Practical implications: The distinction of two sources of brand heritage in family businesses and the typology of approaches to reflect history in corporate communications should be of interest for practitioners. The findings can serve as eye-opener and instrument in the planning of strategic marketing.   

Originality/value: We focus on brand heritage and heritage branding from a family business perspective. Being hybrid identity organizations, characterized by entwinement of family and company history, family businesses offer particular perspectives to the heritage brand discussion.

Key words: Brand heritage, Branding, Corporate communication, Corporate identity, Family Business, History

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2013. Vol. 18, no 3, 327-346 p.
Keyword [en]
brand heritage, branding, corporate communication, corporate identity, family business, history
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:hj:diva-19874DOI: 10.1108/CCIJ-01-2012-0010OAI: oai:DiVA.org:hj-19874DiVA: diva2:571768
Available from: 2012-11-23 Created: 2012-11-23 Last updated: 2016-03-04Bibliographically approved

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