Building Personal Brand Heritage

Detta är en Magister-uppsats från Lunds universitet/Företagsekonomiska institutionen

Författare: Emma Barfus; Giorgia Gaetaniello; Sara Safaee; [2023]

Nyckelord: brand heritage; heritage brands; history; brand identity; brand trust; brand loyalty; Business and Economics;

Sammanfattning: The importance of brand history in brand heritage has often been stressed in research. However, it has not been researched how brands can create a brand heritage without making their personal history a focal point of their brand strategy. This paper examines if there is more than one way to conceive brand heritage.

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