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Styling the corporate heritage brand: identity building through architectural design

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  • Angela Bargenda

    (OMNES Education)

Abstract

The article explores the relationship between corporate architecture and corporate heritage brand identity. It scrutinises the process by which architectural design enacts an idiosyncratic architectural style by mobilising resources from organisational, cultural and social heritage. In addition to desktop research, including interdisciplinary resources, an empirical case study of bank buildings in France is used to develop the argument. The data collection includes two personal interviews with bank managers and on-site guided visits of landmark buildings. The data are triangulated by supplemental company material and archival research. The notion of architectural heritage conduits is introduced to discuss the findings. The original contribution of the article consists in exploring the architectural features that materialise organisational identity, whilst drawing on social, cultural and artistic heritage. The implications for managers and practitioners suggest that the creation of a sui generis architectural style repertoire differentiates the corporate heritage brand in a competitive environment.

Suggested Citation

  • Angela Bargenda, 2023. "Styling the corporate heritage brand: identity building through architectural design," Journal of Brand Management, Palgrave Macmillan, vol. 30(2), pages 116-128, March.
    • Handle: RePEc:pal:jobman:v:30:y:2023:i:2:d:10.1057_s41262-023-00315-y
    DOI: 10.1057/s41262-023-00315-y
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    References listed on IDEAS

    as
    1. Rose, Gregory M. & Merchant, Altaf & Orth, Ulrich R. & Horstmann, Florian, 2016. "Emphasizing brand heritage: Does it work? And how?," Journal of Business Research, Elsevier, vol. 69(2), pages 936-943.
    2. Burghausen, Mario & Balmer, John M.T., 2014. "Corporate heritage identity management and the multi-modal implementation of a corporate heritage identity," Journal of Business Research, Elsevier, vol. 67(11), pages 2311-2323.
    3. Fabien Pecot & Virginie de Barnier, 2017. "Brand heritage: The past in the service of brand management," Post-Print hal-01794256, HAL.
    4. T C Melewar & John Saunders, 1999. "International Corporate Visual Identity: Standardization or Localization?," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 30(3), pages 583-598, September.
    5. Fabien Pecot & Altaf Merchant & Pierre Valette-Florence & Virginie de Barnier, 2018. "Cognitive outcomes of brand heritage: A signaling perspective," Post-Print hal-01831914, HAL.
    6. Moussa A. & Virginie de Barnier, 2020. "How can corporate heritage identity stewardship lead to brand ambidexterity?," Post-Print hal-03082963, HAL.
    7. Pecot, Fabien & Merchant, Altaf & Valette-Florence, Pierre & De Barnier, Virginie, 2018. "Cognitive outcomes of brand heritage: A signaling perspective," Journal of Business Research, Elsevier, vol. 85(C), pages 304-316.
    8. Fernando Pinto Santos & Mario Burghausen & John M T Balmer, 2016. "Heritage branding orientation: The case of Ach. Brito and the dynamics between corporate and product heritage brands," Journal of Brand Management, Palgrave Macmillan, vol. 23(1), pages 67-88, January.
    Full references (including those not matched with items on IDEAS)

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