Harvard Business School

Stephen A. Greyser

Mats Urde

Purpose -- Understanding the Nobel Prize as a 'true' heritage brand in a networked situation and its management challenges, especially regarding identity and reputation. Methodology -- The Nobel Prize serves as an in-depth case study and is analysed within an extended corporate brand identity framework that incorporates reputation. Findings -- The Nobel Prize is a 'true' corporate heritage brand (in this case, organizational brand). It is the 'hub' of a linked network of brands -- "a federated republic". The brand core of the Nobel Prize is its set of core values supporting and leading to its promise; "for the benefit of mankind". The core constitutes a hub around which the essential award-granting institutions, as well as the Nobel Foundation and other related entities and stakeholders gravitate. The laureates represent the Nobel Prize track record. The Will of Alfred Nobel, described as "The Nobel Prize federation's constitution" is interpreted by us as indicating a brand-oriented approach within a network of interrelated institutions and organisations. Research implications -- The concept of 'brand-oriented networks' is introduced. An individual organisation's approach to its marketplace, brand-resources and strategy may to varying degrees be brand-oriented. This study suggests that brand-orientation also applies to a network of brands. Separately, the extended version of the "corporate brand identity matrix" provides a corporate brand framework for identity and reputation management, including networked brands. Practical implications -- The new extended framework and the definition of a brand network with a 'hub' provide logic for managing the network. Essential managerial questions on how to leverage brand heritage or not are placed in perspective. Identifying and understanding one's brand heritage and the importance of brand stewardship are reinforced. Suggestions for further research -- The investigation of brand networks (market-oriented and/or brand oriented) and the application of the new "Corporate Brand Identity and Reputation Matrix". Originality / Value -- The first case study of the Nobel Prize from a strategic brand management perspective. The articulation and characterisation of it as a 'brand-oriented network'. The development and application of the new CBIRM.

A 'heritage-based' Brand-oriented Network

The Nobel Prize

John M. T. Balmer

This paper explores monarchies through a corporate branding lens. It is based on extensive field interviewing with individuals with knowledge and experience in what we (not they) term "managing the Crown as a brand," including senior members of the Swedish Royal Court and the Swedish Royal Family. It also draws from literature regarding monarchies across a range of disciplines beyond management; we found no previous brand-related literature on the topic.

Monarchies as Corporate Brands

Monarchial Perspectives on Corporate Brand Management

University of Bradford. School of Management

Corporate Brands with a Heritage

An international and multidisciplinary collection, edited by pioneers in the field, this work captures the quintessence of the corporation and its many inner and outer manifestations, presenting readers with a new approach to the subject area. Fully revised and updated with the original contributions contextualized by the editors' analyses and commentary to draw them together into a coherent whole, this anthology affords readers a new way of comprehending organizations. This new edition features a new introductory section to branding and public relations, contextualizing the rest of the volume new case vignettes for each section with enhanced pedagogy to enable reader reflection on the themes examined new readings and an updated Harvard style case study revised and updated commentary and analysis from the editors Filled with illuminating articles that stem from the 1950s to the present day, highlighting both practitioner and scholarly perspectives on the subject, this reader is an essential text for all students of marketing, reputation, business and corporate strategy, public relations, communications and branding.

Perspectives on Identity, Image, Reputation, Corporate Branding, and Corporate-level Marketing : an Anthology

Revealing the Corporation

Robert J. Kopp

A field-based collection of cases examining the problems that confront executives responsible for advertising/communications management decisions across a variety of product and service industries. Techniques for planning, developing and assessing advertising programmes are included.

Stephen A. Greyser

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