Corporate heritage brand traits and corporate heritage brand identity: the case study of John Lewis

Abstract

Purpose This paper aims to study the corporate heritage brand traits and corporate heritage brand identity by concentrating on developing key dimensions for the corporate heritage brand dimensions in the retailing industry in the UK. This study advances the corporate brand heritage theory and introduces the theory of corporate heritage brand identity, which is developed from the case study of John Lewis – one of the most respected and oldest retails in the UK established in 1864. Design/methodology/approach This empirical study has adopted a theory-building case study using qualitative data. It uses semi-structured interviews that were organised and managed by John Lewis Heritage Centre in Cookham. A total of 14 participants were involved in this study. We have used Nvivo.11 software to set the main themes and codes for this study framework. Findings This study identifies Balmer’s (2013) corporate heritage brand traits that are essential to be considered for the corporate heritage brands in the retailing industry to sustain their innovativeness and competitiveness. The findings of the case study informed the four dimensions of corporate heritage brand identity, which include price, quality, symbol and design. The findings are incorporated into a theoretical framework of corporate heritage brand identity traits. Practical implications The discussed traits of this study can help brand senior management to enhance their corporate heritage reputation and sustainability through maintaining these (four) traits over their brand, and inform their brand stakeholders about their brand heritage success. Originality/value This is one of the few attempts to develop a research framework of corporate heritage brand identity. This framework suggests four dimensions of corporate heritage brand identity traits including brand price, quality, design and symbol. This is one of the first attempts to study corporate heritage branding management traits in the retailing industry sector.

The corporate heritage brand paradox: Managing the tension between continuity and change in luxury brands

“…Corporate heritage brands are powerful because of their ability to develop new meanings over time while in part remaining unchanged. They encompass continuity and change (Pecot et al, 2018;Pecot et al, 2019;Sammour et al, 2020), often conveyed through brand symbolism ( (Pizzi and Scarpi, 2019). Balmer (2011b) identifies their capacity to be variable and invariable simultaneously as relative in-variance.…”

“…One way of creating a brand history, that may be particularly effective, is to link the brand's identity to broader social and cultural values (Foster et al, 2011;Hakala et al, 2011;Mort et al, 2007). Organisations that connect brand heritage and cultural heritage through a sense of cultural continuity and meaningful communal traditions can strengthen, or undermine (Mencarelli et al, 2020), the emotional and symbolic quality of consumer brand relationships (Balmer and Chen, 2017;Hakala et al, 2011;Sammour et al, 2020). For example, Chanel, Chaumet and Diorś sacralisation of heritage stores reinforced their status (Dion and Borraz, 2015).…”

How Small Brands Survive the Social Media Firestorm Through Culture Heritage: A Case Study of Irish Fashion Microblogging

“…As a result, this study reveals that Kennedy applies cultural heritage in design to build an Irish identity. Several academic studies discussed how the brand design was used to create brand identity in the light of cultural heritage (Sammour et al, 2020; Walsh et al, 2011). Brand design is recognized as brand style, color, shape, and type font that represent the brand sign, name, and symbol to identify this brand (Walsh et al, 2011).…”

“…This study gives a contribution to the existing literature on heritage branding. Previous literature indicates that price, quality, design, symbol, and celebrity endorser are determining factors of heritage branding (Sammour et al, 2020). However, these studies have not yet incorporated cultural attributes and heritage branding on social media.…”

“…The use of symbols is regarded as one of the main dimensions of heritage branding (Urde et al, 2007). Sammour et al (2020) further explained that symbols should reflect the multi-generational nature of the brand, which shows the past sustaining up-to-date. Therefore, this study defines fashion symbols as visually appealing fashion communication tools that reflect the successful past time and the continuity of the present.…”