History Matters: The Role of History in Corporate Brand Strategy

Oriol Iglesias*, Nicholas Ind, Majken Schultz

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Resumé

This article explores how an organization can use its history to define and deliver its corporate brand strategy. We specifically look at Adidas, which, having rejected its history at one stage, rediscovered and used the philosophy and ideas of its founder to provide direction for the future, legitimate strategic choices, and enrich the corporate brand. Through analysis of material evidence and interviews with senior and long-serving employees, we conceptualize the way Adidas developed a systematic approach to the use of history in its corporate brand strategy by creating the means to uncover, remember, curate, and then embed it. Combining the lessons of the Adidas case with evidence from other cases in which history was used to refocus and revitalize corporate brands, we deliver key recommendations for managers.
OriginalsprogEngelsk
TidsskriftBusiness Horizons
Vol/bind63
Udgave nummer1
Sider (fra-til)51-60
Antal sider10
ISSN0007-6813
DOI
StatusUdgivet - 2020

Bibliografisk note

Published online: 16 October 2019.

Emneord

  • Corporate brand strategy
  • Brand identity
  • Brand management
  • Organizational strategy
  • Adidas

Citer dette

Iglesias, Oriol ; Ind, Nicholas ; Schultz, Majken. / History Matters : The Role of History in Corporate Brand Strategy. I: Business Horizons. 2020 ; Bind 63, Nr. 1. s. 51-60.
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History Matters : The Role of History in Corporate Brand Strategy. / Iglesias, Oriol; Ind, Nicholas; Schultz, Majken.

I: Business Horizons, Bind 63, Nr. 1, 2020, s. 51-60.

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

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