The dual opening to brand heritage in family businesses

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.

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