Chapman Professor of Business Administration Emeritus at Harvard Business School. All brands have a history many brands have a heritage but only a few brands use their heritage as the heart of the value proposition that they put forth. “EVERYBODY KNOWS WHAT THE NOBEL PRIZE IS AND WHAT IT DOES BUT PRACTICALLY NOBODY KNOWS HOW IT DOES IT .
The study involv historical research and hours
Of conversations with recent laureates and members of the organizations involv with the Nobel Prize. It draws from previous work by Urde an associate professor at the Lund University School of Economics and Management in Lund Swen John Balmer a Sweden Phone Number List marketing professor at Brunel University in London and Greyser. In the three publish the paper Corporate Brands with a Heritage defining brand heritage as a dimension of a brand s identity found in its track record longevity core values use of symbols and particularly in an organizational belief that history is important.
The Nobel Prize Heritage Quotient
These five elements make up a brand s heritage quotient. corporate brand has a very high HQ. In their paper Urde and Greyser explain the factors that make it so History important to identity The Nobel prizes are the legacy of Swish inventor Alfr UAE Phone Number Nobel who stipulat them in his will specifying that they be given to those who during the precing year shall have conferr the greatest benefit to mankind. The heart of the brand the essence of the brand resides in the will of Alfr Nobel says Greyser. He continu people associat with the Prize routinely refer to The Will with a capital W.
