The history of companies beyond the past
A thesis defended at Cà Foscari explores the many functions of heritage marketing in corporate strategy
Promoting your history and turning it into a powerful marketing tool that promotes your business more generally is now a widely adopted strategy, but one that must always be studied and explored to comprehend its implications beyond theory. This is what Chiara Centrella did in the thesis that she defended at Cà Foscari as part of the Master’s Degree Course in Business Economics and Management:
“Heritage marketing nell’alcoholic beverages sector. I casi Branca e Strega” (Heritage marketing in the alcoholic beverage sector: the cases of Branca and Strega) is research based on the classic division between theory and work in the field. As stated in the introduction, the aim of the investigation
is to reconstruct how these brands have used heritage marketing and its tools, especially the company museum, as a catalyst for promoting historical and cultural heritage and forming a solid corporate identity.
Centrella therefore begins by addressing the definition and structure of heritage marketing theory (also delving into its various components such as company archives, foundations and company museums); she goes on to describe and analyse the cases of Branca and Strega, preceded by an overview of the use and role of alcohol in food and social rituals. The research into each of the two companies, on the other hand, considers their history and current situation in addition to the components making up the particular heritage marketing that helped to relaunch brand and fame.
The investigation – Centrella then stresses – has highlighted the gaps and lack of information in the literature concerning these recent realities, in the alcoholic beverage sector in particular. In her conclusion, she writes: “Companies, whether heirs to a long tradition or recently founded, must, with long-term vision, seize on the potential wealth held in the evidence of their work to remain competitive in a world that is constantly changing but which recognizes the value of a solid identity built over time.”
Heritage marketing nell’alcoholic beverages sector. I casi Branca e Strega.
Chiara Centrella
Thesis, Cà Foscari University, Master’s Degree in Business Economics and Management
A thesis defended at Cà Foscari explores the many functions of heritage marketing in corporate strategy
Promoting your history and turning it into a powerful marketing tool that promotes your business more generally is now a widely adopted strategy, but one that must always be studied and explored to comprehend its implications beyond theory. This is what Chiara Centrella did in the thesis that she defended at Cà Foscari as part of the Master’s Degree Course in Business Economics and Management:
“Heritage marketing nell’alcoholic beverages sector. I casi Branca e Strega” (Heritage marketing in the alcoholic beverage sector: the cases of Branca and Strega) is research based on the classic division between theory and work in the field. As stated in the introduction, the aim of the investigation
is to reconstruct how these brands have used heritage marketing and its tools, especially the company museum, as a catalyst for promoting historical and cultural heritage and forming a solid corporate identity.
Centrella therefore begins by addressing the definition and structure of heritage marketing theory (also delving into its various components such as company archives, foundations and company museums); she goes on to describe and analyse the cases of Branca and Strega, preceded by an overview of the use and role of alcohol in food and social rituals. The research into each of the two companies, on the other hand, considers their history and current situation in addition to the components making up the particular heritage marketing that helped to relaunch brand and fame.
The investigation – Centrella then stresses – has highlighted the gaps and lack of information in the literature concerning these recent realities, in the alcoholic beverage sector in particular. In her conclusion, she writes: “Companies, whether heirs to a long tradition or recently founded, must, with long-term vision, seize on the potential wealth held in the evidence of their work to remain competitive in a world that is constantly changing but which recognizes the value of a solid identity built over time.”
Heritage marketing nell’alcoholic beverages sector. I casi Branca e Strega.
Chiara Centrella
Thesis, Cà Foscari University, Master’s Degree in Business Economics and Management