Salvatore Ferragamo: An Italian heritage brand and its museum

Floriana Iannone () and Francesco Izzo ()
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Floriana Iannone: Seconda Università degli Studi di Napoli
Francesco Izzo: Seconda Università degli Studi di Napoli

Place Branding and Public Diplomacy, 2017, vol. 13, issue 2, No 6, 163-175

Abstract: Abstract This paper explores the case of Salvatore Ferragamo, a famous Italian fashion brand that uses a corporate museum as an “identity medium” to express its corporate and heritage brand values. By integrating the heritage quotient model implemented by Urde, Greyser, and Balmer (2007) with literature on heritage brand and corporate identity, this paper adopts a narrative approach in order to analyze the corporate brand identity of Salvatore Ferragamo and the way it is expressed through the Salvatore Ferragamo Museum located in Florence. From a methodological perspective, the fieldwork is based on a mix of observation, semi-structured interviews to managers and visitors, and analysis of secondary data. Results show that the corporate museum represents an ideal place to communicate the socially constructed forms of collective memory related to the brand heritage. Moreover, the Salvatore Ferragamo Museum is also able to express a set of values connected to the cultural identity of Made in Italy that contribute to enforce the authenticity and credibility of the brand. The paper concludes with discussion of contribution to the academic literature and of related managerial implications.

Keywords: heritage brand; made in Italy; organisational identity; corporate museums; narratives and stories (search for similar items in EconPapers)
Date: 2017
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DOI: 10.1057/s41254-016-0053-3

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