Activating Brand Heritage

Sammanfattning: Thesis Purpose: To contribute further understandings, as well as provide guidance for managers in activating brand heritage. Methodology: A qualitative research approach was selected for the thesis. Primary data was collected through semi-structured interviews, secondary data was collected through official websites. Theoretical Perspective: The research has an inductive approach aiming to develop new theoretical understanding. However, The Brand Stewardship Model has functioned as a crucial component of the research. Also theories regarding organizational change, internal and external communication, strategy implementation, and positioning have been examined. Empirical Data: A comparative case study was conducted between ABSOLUT, Fairmont Hotels & Resorts, Patek Philippe, and Northern Arizona University. Conclusion: This study concludes that there are certain factors that should be included when activating a brand’s heritage. Quality is considered a hygiene factor in this aspect; a balance between heritage and contemporary should be present; the importance of a clear internal vision; differentiation is found to be the main driver; and employing storytelling is essential in communicating heritage.