The dual opening to brand heritage in family businesses
Corporate Communications: An International Journal
ISSN: 1356-3289
Article publication date: 2 August 2013
Abstract
Purpose
This paper seeks 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.
Design/methodology/approach
The discussion is specifically informed by the literatures on brand heritage, family business, and the notion of hybrid identities. To illustrate this typology of history communication in family businesses the paper relies on web site observations in Sweden and German‐based family businesses.
Findings
Based on the construct of brand heritage, the paper clarifies why the entwinement of family and business provides fertile ground for brand heritage. The presentation of a typology of ways to communicate family, business and family business history respectively further reveals the varying openings and practices of family businesses in this area.
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 an eye‐opener and instrument in the planning of strategic marketing.
Originality/value
The paper focuses 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.
Keywords
Citation
Blombäck, A. and Brunninge, O. (2013), "The dual opening to brand heritage in family businesses", Corporate Communications: An International Journal, Vol. 18 No. 3, pp. 327-346. https://doi.org/10.1108/CCIJ-01-2012-0010
Publisher
:Emerald Group Publishing Limited
Copyright © 2013, Emerald Group Publishing Limited