Academic journal article IUP Journal of Brand Management

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Academic journal article IUP Journal of Brand Management

Focus

Article excerpt

This issue consists of three papers and a book review. The first paper, "The Corporate Heritage Brand Development Process: A New Institutional Theory Approach", by Olutayo Otubanjo and Oluwaseun Eniola Adegbile, outlines a corporate heritage brand development process model, through a conceptual argument drawn from an extensive literature survey. Corporate heritage branding is an expression of a firm's past, present and future through a harmonious combination of various parameters. It has nine mandatory components-historical identity, longevity, imagery, brand trusteeship/brand stewardship, consistency, value proposition, trust-authenticityaffinity, product brands and heritage CSR. There are also three additional components for building a corporate heritage brand (craftsmanship, date of inception and product ingredients) and five secondary components (message, media, corporate identity mix, legitimacy and regulation). All these culminate in the development of a corporate story and creative brand message, which are communicated to all stakeholders through various media.

The impact of brand narratives on consumers' buying decision towards the flagship and flanker brands of Hindustan Unilever Limited (HUL) and Procter & Gamble (P&G), forms the subject matter of the second paper, "Flagship, Flanker Brands and Indian Consumers' Buying Decisions: A Study on the Impact of Brand Narratives of Hindustan Unilever Limited and Procter & Gamble", by Ankita Jain and Ritu Sharma. …

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