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Article
| Journal of Product & Brand Management
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2015
The Nobel Prize: The Identity of a Corporate Heritage Brand
by
Mats Urde and Stephen A. Greyser
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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.
Keywords: Nobel Prize;
brand stewardship;
corporate brand identity;
Corporate Heritage Brand;
Heritage Brand Identity Process;
networked brand;
Organizations;
Brands and Branding;
