Publications
Publications
- 2015
- Journal of Product & Brand Management
The Nobel Prize: The Identity of a Corporate Heritage Brand
By: Mats Urde and Stephen A. Greyser
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.
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.
Keywords
Nobel Prize; Brand Stewardship; Corporate Brand Identity; Corporate Heritage Brand; Heritage Brand Identity Process; Networked Brand; Organizations; Brands and Branding
Citation
Urde, Mats, and Stephen A. Greyser. "The Nobel Prize: The Identity of a Corporate Heritage Brand." Journal of Product & Brand Management 24, no. 4 (2015): 318–332.