Managing founder-based brand identity during succession

Elena Casprini, Yioula Melanthiou, Tommaso Pucci, Lorenzo Zanni

Research output: Contribution to journalArticle

Abstract

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
DOIs
Publication statusPublished - 1 Jan 2019

Fingerprint

Brand identity
Family firms
Resources
Brand management
Resource-based view of the firm
Family business
Case analysis

Keywords

  • Brand identity
  • Family firm
  • Resource orchestration
  • Succession

Cite this

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Managing founder-based brand identity during succession. / Casprini, Elena; Melanthiou, Yioula; Pucci, Tommaso; Zanni, Lorenzo.

In: Journal of Brand Management, 01.01.2019.

Research output: Contribution to journalArticle

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