Please use this identifier to cite or link to this item: http://bura.brunel.ac.uk/handle/2438/16298
Title: A bittersweet past: The negative equity of corporate heritage brands
Authors: Sørensen, AR
Korsager, EM
Heller, M
Issue Date: 2018
Publisher: SAGE
Citation: Journal of Consumer Culture, 2018
Abstract: In this article we call for increased focus on the historicity of corporate heritage brands, pointing to the fact that perceptions of the past in the present do change as time goes by. Building on the idea of corporate brand historicity, we introduce the notion of ‘Negative Heritage Brand Equity’ (NHBE) to capture the historically contingent downside potentially associated with corporate heritage brands. We use the Danish consumer-co-operative COOP as an exemplary corporate heritage brand whose heritage has become historically balanced at the threshold between asset and liability. Based on a longitudinal analysis of COOP’s heritage we demonstrate how the entwinement of the company’s corporate heritage brand and Danish culture and identity worked to the benefit of COOP in some historical epochs, but has become increasingly misaligned with its political and cultural-economic environment since the 1980s. As the cultural, political and economic environments changed throughout COOP’s 120 years of history, so did the nature of COOP’s corporate heritage brand, which with the passing of time, negatively impacted on COOP’s image and constrained the company’s strategic options
URI: https://bura.brunel.ac.uk/handle/2438/16298
DOI: https://doi.org/10.1177/1469540518773803
ISSN: 1469-5405
Appears in Collections:Brunel Business School Research Papers

Files in This Item:
File Description SizeFormat 
Fulltext.pdf438.51 kBAdobe PDFView/Open


Items in BURA are protected by copyright, with all rights reserved, unless otherwise indicated.