History matters: The role of history in corporate brand strategy

Oriol Iglesias, Nicholas Ind, Majken Schultz

Research output: Indexed journal article Articlepeer-review

30 Citations (Scopus)
9 Downloads (Pure)


This article explores how an organization can use its history to define and deliver its corporate brand strategy. We specifically look at Adidas, which, having rejected its history at one stage, rediscovered and used the philosophy and ideas of its founder to provide direction for the future, legitimate strategic choices, and enrich the corporate brand. Through analysis of material evidence and interviews with senior and long-serving employees, we conceptualize the way Adidas developed a systematic approach to the use of history in its corporate brand strategy by creating the means to uncover, remember, curate, and then embed it. Combining the lessons of the Adidas case with evidence from other cases in which history was used to refocus and revitalize corporate brands, we deliver key recommendations for managers.

Original languageEnglish
Pages (from-to)51-60
Number of pages10
JournalBusiness Horizons
Issue number1
Publication statusPublished - 1 Jan 2020
Externally publishedYes


  • Adidas
  • Brand identity
  • Brand management
  • Corporate brand strategy
  • Organizational strategy


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