Role of Brand Heritage Constitutive Elements (BHCE) in Development and Growth of Businesses
As businesses currently face the challenge of keeping up with rapid changes in such areas as technology, the concept of ‘brand’ has become one of the few resources to provide a long-term competitive advantage (Lindemann, 2003). One way of dealing with the turbulence in the world of business is to accentuate historical elements and, thereby, achieve stability and confidence. It has become trendy for consumers to seek consolation in the past. History can make a brand relevant to the present and, prospectively, the future. ‘Brand heritage’ is a new concept in the branding process that links past, present and future. Brand heritage is also one of the associations that marketers can use to differentiate their brands from those of their competitors. It ultimately helps them to create a unique image for their offerings. Using brand heritage as an advantage calls for the constitutive elements of brand heritage. This article explains the concept of Brand Heritage Constitutive Elements (BHCE) and its role in business development. The concept is investigated with reference to Momtaz match brand as the subject of a case study.
Article Type:
Research/Original Article
Journal of Busines Administration Researches, Volume:10 Issue:20, 2018
329 - 351  
روش‌های دسترسی به متن این مطلب
اشتراک شخصی
در سایت عضو شوید و هزینه اشتراک یک‌ساله سایت به مبلغ 300,000ريال را پرداخت کنید. همزمان با برقراری دوره اشتراک بسته دانلود 100 مطلب نیز برای شما فعال خواهد شد!
اشتراک سازمانی
به کتابخانه دانشگاه یا محل کار خود پیشنهاد کنید تا اشتراک سازمانی این پایگاه را برای دسترسی همه کاربران به متن مطالب خریداری نمایند!