The Nobel Prize: the identity of a corporate heritage brand

Purpose - The purpose of this study is to understand the identity of the Nobel Prize as a corporate heritage brand and its management challenges. Design/methodology/approach - An in-depth case study analysed within a heritage brand model and a corporate brand identity framework. Findings - The Nobel Prize is a corporate heritage brand - one whose value proposition is based on heritage - in this case "achievements for the benefit of mankind" (derived directly from Alfred Nobel's will). It is also defined as a "networked brand", one where four independent collaborating organisations around the (Nobel) hub create and sustain the Nobel Prize's identity and reputation, acting as a "federated republic". Research limitations/implications - The new and combined application of the Heritage Quotient framework and the Corporate Brand Identity Matrix in the Heritage Brand Identity Process (HBIP) offers a structured approach to integrate the identity of a corporate heritage brand. In a networked situation, understanding the role of stewardship in collaborating organisations is essential: The network entities maintain their own identities and goals, but share common values of the network hub. Practical implications - The integrated frameworks (HBIP) provides a platform for managing a corporate heritage brand. Originality/value - This is the first field-based study of the Nobel Prize from a strategic brand management perspective.