Managing founder-based brand identity during succession

Elena Casprini, Yioula Melanthiou, Tommaso Pucci, Lorenzo Zanni

Research output: Contribution to journalArticle

1 Citation (Scopus)


Linking the literature on brand management and family firms, this paper explores how family firms manage a founder-based brand identity during succession. An exploratory case study of an Italian family firm operating in the jewellery sector was conducted. Drawing on the resource-based view of the firm, brand identity is conceived as a resource that needs to be managed across generations. The case analysis highlighted that a joint effort between the first and second generations and non-family members is needed in order to preserve and adapt the family business resources and manage the founder-based brand identity over time.

Original languageEnglish
JournalJournal of Brand Management
Publication statusPublished - 1 Jan 2019


  • Brand identity
  • Family firm
  • Resource orchestration
  • Succession

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