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

Damien Chaney, Mathilde Pulh and Rémi Mencarelli

Journal of Business Research, 2018, vol. 85, issue C, 452-458

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 rest in a market logic: the brand becomes a sacred and inalienable common good.

Keywords: Brand museum; Brand heritage; Branding; Memory; Transmission; Flagship stores (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:85:y:2018:i:c:p:452-458

DOI: 10.1016/j.jbusres.2017.10.023

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