Heritage branding orientation: The case of Ach. Brito and the dynamics between corporate and product heritage brands

The notion of heritage branding orientation is introduced and explicated. Heritage branding orientation is designated as embracing both product and corporate brands and differs from corporate heritage brand orientation which has an explicit corporate focus. Empirical insights are drawn from an in-depth and longitudinal case study of Ach. Brito, a celebrated Portuguese manufacturer of soaps and toiletries. This study shows how, by the pursuance of a strategy derived from a heritage branding orientation Ach. Brito – after a prolonged period of decline – achieved a dramatic strategic turnaround. The findings reveal how institutional heritage can be a strategic resource via its adoption and activation at both the product and corporate levels. Moreover, the study showed how the bi-lateral interplay between product and corporate brand levels can be mutually reinforcing. In instrumental terms, the study shows how heritage can be activated and articulated in different ways. For instance, it can re-position both product and/or corporate brands; it can be meaningfully informed by product brand heritage and shape corporate heritage; and can be of strategic importance to both medium-sized and small enterprises

Brand champion behaviour: Its role in corporate branding

yesBrand champions are responsible for encouraging employee commitment to the corporate brand strategy. They strongly believe in and identify with the brand concept—the company’s selected brand meaning, which underpins corporate brand strategy implementation. We conducted research to explore why and how brand champion behaviour operates within companies implementing a new corporate brand strategy. Against a backdrop of growing interest in brand champion behaviour in corporate branding research, we grounded our study in social identity theory and rhetorical theory from change management literature. Our findings show that articulating a compelling brand vision, taking responsibility, and getting the right people involved are the most widely used strategies by brand champions. We uncover how rhetorical strategies within brand champion behaviour generate employee commitment to a new corporate brand strategy. The dimension of brand champion behaviour that is effective depends on the type of brand evolution, involving shifts in the brand concept. We make suggestions for further studies underpinned by social identity theory and rhetorical theory to investigate brand champion behaviour processes within companies introducing a new corporate brand strategy

ARES '17: Proceedings of the 12th International Conference on Availability, Reliability and Security

Engineering methods are essential in software development, and form a crucial element in the design and implementation of software security. Security engineering processes and activities have a long and well-standardized history of integration with software development methods. The inception of iterative and incremental software development methods raised suspicions of an inherent incompatibility between the traditional non-agile security processes and the new agile methods. This suspicion still affects the attitude towards agile security. To examine and explore this myth, this study presents a literature review of a selected set of agile secure software development methods. A systematic literature method was used to find the definitive set of secure agile software development methods, of which a core set of 11 papers was selected for analysis, and the security activities documented in the methods were extracted. The results show a wide and well-documented adaptation of security activities in agile software development, with the observed activities covering the whole security development life cycle. Based on the analysis, the inherent insecurity of the agile software development methods can be declared to be a mere myth.</p