Inducing omni-temporality: product heritage appropriation in corporate heritage brand construction

This article advances knowledge on omni-temporality by looking at the processes by which a corporate brand may appropriate and valorise the heritage traits of a product brand. Set within the corporate and product brand dynamic, it presents the results of a qualitative study using case research on LV...

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Bibliographic Details
Published in:The journal of brand management 2023-01, Vol.30 (2), p.144-156
Main Authors: Mir Bernal, Pedro, Pecot, Fabien, Hudson, Bradford, de Barnier, Virginie
Format: Article
Language:English
Subjects:
Humanities and Social Sciences
Online Access:Get full text
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Description
Summary:This article advances knowledge on omni-temporality by looking at the processes by which a corporate brand may appropriate and valorise the heritage traits of a product brand. Set within the corporate and product brand dynamic, it presents the results of a qualitative study using case research on LVMH and Dom Pérignon. The study identifies how a younger corporate brand appropriates an older product brand’s heritage. Results contribute to a better understanding of the induction of omni-temporality, and of the development of a corporate heritage brand. They pave the way for a meritocratic view of corporate heritage as a status that can be acquired through managerial work.
ISSN:1350-231X
1479-1803
DOI:10.1057/s41262-022-00303-8