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- W2100798842 abstract "Purpose – The purpose of this study is to understand the identity of the Nobel Prize as a corporate heritage brand and its management challenges. Design/methodology/approach – An in-depth case study analysed within a heritage brand model and a corporate brand identity framework. Findings – The Nobel Prize is a corporate heritage brand – one whose value proposition is based on heritage – in this case “achievements for the benefit of mankind” (derived directly from Alfred Nobel’s will). It is also defined as a “networked brand”, one where four independent collaborating organisations around the (Nobel) hub create and sustain the Nobel Prize’s identity and reputation, acting as a “federated republic”. Research limitations/implications – The new and combined application of the Heritage Quotient framework and the Corporate Brand Identity Matrix in the Heritage Brand Identity Process (HBIP) offers a structured approach to integrate the identity of a corporate heritage brand. In a networked situation, understanding the role of stewardship in collaborating organisations is essential: The network entities maintain their own identities and goals, but share common values of the network hub. Practical implications – The integrated frameworks (HBIP) provides a platform for managing a corporate heritage brand. Originality/value – This is the first field-based study of the Nobel Prize from a strategic brand management perspective." @default.
- W2100798842 created "2016-06-24" @default.
- W2100798842 creator A5035661385 @default.
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- W2100798842 date "2015-07-20" @default.
- W2100798842 modified "2023-09-27" @default.
- W2100798842 title "The Nobel Prize: the identity of a corporate heritage brand" @default.
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- W2100798842 doi "https://doi.org/10.1108/jpbm-11-2014-0749" @default.
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