- 324 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
Foundations of Corporate Heritage
About This Book
Heritage is increasingly recognised as a significant corporate concern, with corporate heritage brands and identities often forming an important part of a nation's patrimony. Foundations of Corporate Heritage explains the principles, processes, strategic significance ā and challenges ā of corporate heritage formation and management. This scholarly but accessible anthology includes seminal articles on the territory and also includes five new contributions with questions for study and reflection with students on executive/taught courses in mind.
With contributions from the leading international experts in corporate heritage, this book examines the research foundations of the area and applications in practice. It will be important supplementary reading for students, practitioners and specialists in corporate marketing brand management and marketing communications, as well as tourism, hospitality and heritage studies.
Frequently asked questions
Section 1
Corporate heritage and corporate heritage identities
1
Corporate Heritage Identities, Corporate Heritage Brands and the Multiple Heritage Identities of the British Monarchy
Introduction
- link identity change, identity continuance and the identities of time; and
- are an identity category that is both variable and invariable in that, although identities and symbolism may outwardly appear to be the same, the meanings we give to them can change.
Traditional power, the British Monarchy, and why heritage identities in institutional contexts matter
The British Monarchy: Not an ephemeral or a trivial institution
The principal corporate-level constructs which draw on the past
- Traditions are rooted in the past.
- Customs evolve from the past.
- Nostalgia is embedded in the past.
- Melancholia is embedded in the past.
- Iconic branding of the past, and present, and which has a heightened cultural significance for the present (the past may be imagined).
- Retro branding reinterprets the past for the present; it evokes the past but is substantially of the present (e.g. a watch having a retro design but a contemporary technology).
- Heritage marketing celebrates a particular past through the lens of the present.
- Heritage tourism commemorates the places of the past through the lens of the present.
- Corporate heritage identities have certain perennial institutional traits, which are of the past, present, and prospective future.
- Corporate heritage brands have a perennial brand promise which is of the past, present and prospective future.
Corporate-level | Succinct explanation | Emphasis constructs linked to the past |
| ||
Tradition | āMaintaining the ceremonies of the pastā | Ritual |
Custom | āMaintaining the activities of the pastā | Identity |
Nostalgia | āSeeking the happiness of the pastā | Emotional |
Melancholia | āSeeking the sadness of the pastā | Emotional |
Iconic branding | āDeriving meaning from culturally dominant brands from the pastā | Cultural |
Retro branding | āLinking with a particular period of the pastā | Historical |
Heritage marketing | āMarketing the pastā | Epochal |
Tourism marketing | āMarketing the places of the pastā | Locality |
Corporate heritage identities | āGoing forwards with a corporate identityās meaningful pastā | Identity continuance |
Corporate heritage brands | āGoing forwards with a brandās meaningful pastā | Brand guarantee/continuance |
Constructs | |
| |
Tradition | Tradition especially refers to the maintenance of fixed behaviours, and conventions, which are characterised by their invariance. The purpose of tradition is to bind and to exclude and can be an activity of selection, revision and invention (Sarup, 1996). Tradition can be invented and the notion of invented tradition has been shown to be important to organisations such as monarchies and universities (Hobsbawm, 1983). Invented tradition can be a powerful blend of art and artifice. Invented tradition refers to a set of practices which seek to inculcate certain values and norms of behaviour by reputation and which implies ā and the importance of the word āimpliesā needs to be stressed here ā continuity with the past (Hobsbawm, 1983). In corporate marketing terms, events and rituals can accord an institution a degree of distinctiveness, differentiation and attraction. Consider the distinctiveness accorded to the USAās second oldest university ā the College of William and Mary ā which, since the early twentieth century, has introduced and communicated its historical ties with the British Monarchy and has an annual ceremony where the universityās Royal Charter is read out in full: an event that is unique in the USA and almost certainly is unique in global terms (Balmer, 2011) |
Custom | Custom refers to the behaviours, which ā unlike tradition ā are flexible and subject to change: tradition in contrast is invariant (or in the case of invented tradition is perceived to be invariant). As such custom refers to the substantive nature of behaviour rather than how a particular behaviour is enacted. Hobsbawm (1983), elucidating the difference between the two, observes that custom refers to the function of the judiciary, whereas tradition relates to symbols and ritualised practices of judges, their wigs and robes for instance |
Nostalgia | Nostalgia is concerned with the positive associations ā the seeking of happiness ā relating to the past. Such feeling of nostalgia can give an individual a sense of certainty and security. Hewinson (1987) noted that individuals could turn to the past for comfort during times of great social change (and presumably other forms of change which bring anxiety). Holbrook and Schindler (2003) note that in later life an individual might seek out and still derive comfort from those brands with which they had a strong affinity from the ages of 16ā20, and they characterise this as nostalgic bonding. Olfactory experience is especially germane vis-Ć -vis nostalgic bonding. Thus, a British person working overseas might derive considerable benefit of nostalgia by consuming Marmite (yeast spread) whereas Australians might derive an analogous benefit through the consumpti... |
Table of contents
- Cover
- Title
- Copyright
- Dedication
- CONTENTS
- List of figures
- List of tables
- List of contributors
- List of sources
- Introduction to corporate heritage: foundations and principles
- SECTION 1 Corporate heritage and corporate heritage identities: insights from monarchies
- SECTION 2 Corporate heritage connoisseurship: key concepts and theories
- SECTION 3 Corporate heritage identity stewardship and corporate heritage tourism brand attractiveness
- SECTION 4 Corporate heritage and family businesses
- SECTION 5 Corporate heritage image, management and inheritance
- Index