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History matters: The role of history in corporate brand strategy

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  • Iglesias, Oriol
  • Ind, Nicholas
  • Schultz, Majken

Abstract

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.

Suggested Citation

  • Iglesias, Oriol & Ind, Nicholas & Schultz, Majken, 2020. "History matters: The role of history in corporate brand strategy," Business Horizons, Elsevier, vol. 63(1), pages 51-60.
    • Handle: RePEc:eee:bushor:v:63:y:2020:i:1:p:51-60
    DOI: 10.1016/j.bushor.2019.09.005
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    References listed on IDEAS

    as
    1. Alfred Kieser, 1994. "Why Organization Theory Needs Historical Analyses—And How This Should Be Performed," Organization Science, INFORMS, vol. 5(4), pages 608-620, November.
    2. Majken Schultz & Tor Hernes, 2013. "A Temporal Perspective on Organizational Identity," Organization Science, INFORMS, vol. 24(1), pages 1-21, February.
    3. Peter Clark & Michael Rowlinson, 2004. "The Treatment of History in Organisation Studies: Towards an 'Historic Turn'?," Business History, Taylor & Francis Journals, vol. 46(3), pages 331-352.
    4. Jean-Noël Kapferer, 2004. "The New Strategic Brand Management," Post-Print hal-00786821, HAL.
    Full references (including those not matched with items on IDEAS)

    Citations

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    Cited by:

    1. Riedmeier, Julia & Kreuzer, Maria, 2022. "Me versus we: The role of luxury brand managers in times of co-creation," Journal of Business Research, Elsevier, vol. 145(C), pages 240-252.
    2. Florian Lückenbach & Holger J. Schmidt & Jörg Henseler, 2023. "Building brand meaning in social entrepreneurship organizations: the social impact brand model," Journal of Brand Management, Palgrave Macmillan, vol. 30(3), pages 207-226, May.
    3. Kevin Lane Keller, 2023. "Looking forward, looking back: developing a narrative of the past, present and future of a brand," Journal of Brand Management, Palgrave Macmillan, vol. 30(1), pages 1-8, January.
    4. Mohamed Habuba Halima & Yongjun Li & Usman Ghani & Ataullah Kiani & Atamba Cynthia, 2021. "Impact of Online Crisis Response Strategies on Online Purchase Intention: The Roles of Online Brand Attitude and Brand Perceived Usefulness," SAGE Open, , vol. 11(1), pages 21582440211, March.
    5. Oriol Iglesias & Nicholas Ind, 2020. "Towards a theory of conscientious corporate brand co-creation: the next key challenge in brand management," Journal of Brand Management, Palgrave Macmillan, vol. 27(6), pages 710-720, November.

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