Organic Brand Heritage through Multiple Authors
Abstract: This thesis studies the subject of brand heritage by examining the two sports umbrellas of equestrianism and martial arts, seeking to build an introductory understanding of whether brand heritage can organically develop through unencumbered and independent handling and rewriting of history and myth, and through the voices of multiple authors. An analysis of documents produced throughout various decades provides insight into how ideas of collective history and collective identity are reshaped and altered over time and through multiple authors. We study documents qualitatively and attempt to understand what is being communicated in the documents through language interpretation, including both verbatim reports as well as reading between the lines. This thesis problematizes the notion of brand management as it relates to brand heritage and brand heritage building. A revised interpretation of brand management with less focus on control is suggested.
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