When the arts inspire businesses: Museums as a heritage redefinition tool of brands

Damien Chaney (), Mathilde Pulh () and Rémi Mencarelli ()
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Damien Chaney: Département de marketing [ESC Troyes] - Groupe ESC Troyes en Champagne
Mathilde Pulh: CREGO - Centre de Recherche en Gestion des Organisations (EA 7317) - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - UB - Université de Bourgogne - UBFC - Université Bourgogne Franche-Comté [COMUE] - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE]
Rémi Mencarelli: IREGE - Institut de Recherche en Gestion et en Economie - USMB [Université de Savoie] [Université de Chambéry] - Université Savoie Mont Blanc

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Abstract: While the literature has mainly considered brand museums as communication tools or complex retail environments, this article analyses them through a heritage framework and suggests that brands can use heritage technologies of the arts for their own purposes. The case study of the brand museum of the Laughing Cow highlights the heritage technologies the brand uses to endorse two heritage roles: an inter-generational memory role based on the transmission of the brand's history and a community representation role through spaces and objects. As a consequence, this research sheds light on how brands can come to be accepted as heritage objects. By using heritage technologies within a museum, brands can capture heritage functions, and thus no longer fully rests in a market logic: the brand becomes a sacred and inalienable common good.

Keywords: Flagship stores; Brand museum; Brand heritage; Memory; heritage; brands; transmission; Branding (search for similar items in EconPapers)
Date: 2018-04
New Economics Papers: this item is included in nep-cul, nep-ipr and nep-mkt
Note: View the original document on HAL open archive server: https://univ-smb.hal.science/hal-01698405v1
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Citations: View citations in EconPapers (6)

Published in Journal of Business Research, 2018, 85, pp.452-458. ⟨10.1016/j.jbusres.2017.10.023⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01698405

DOI: 10.1016/j.jbusres.2017.10.023

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