通过文化品牌塑造商业偶像的诞生:法拉利和跃马，1923-1947

IF 0.7 2区历史学 Q4 BUSINESS

Enterprise & Society Pub Date : 2021-07-26 DOI:10.1017/eso.2021.22

P. Aversa, Katrin Schreiter, Filippo Guerrini

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引用次数: 0

摘要

本文探讨了“跃马”符号的起源及其在帮助法拉利车队在意大利法西斯政权下生存中的作用。该公司创始人恩佐·法拉利（Enzo Ferrari）采用了第一次世界大战期间最著名的意大利军事飞行员弗朗西斯科·巴拉卡（Francesco Baracca）的盾徽作为其新车队的标志。通过将其从军用航空业重新调整为赛车运动，他受益于强大的文化协会以及对Baracca形象的强烈政治和文化支持。本研究借鉴了文化品牌和消费文化方面的学术成果，展示了新公司如何通过借用与民粹主义世界和国家意识形态相关的符号，并将其转移到各个行业，来建立强大的商业偶像。因此，战略再利用成为文化品牌中一个独特的过程，以在具有挑战性的环境中获得机构支持并建立强大的品牌身份。

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The Birth of a Business Icon through Cultural Branding: Ferrari and the Prancing Horse, 1923–1947

This article examines the origin of the “Prancing Horse” symbol and its role in helping the racing team Ferrari survive under the fascist regime in Italy. Enzo Ferrari, the company’s founder, adopted the coat of arms of Francesco Baracca, the most renowned Italian military aviator during World War I, as the logo of his new racing team. By repurposing it from military aviation to motorsport, he benefitted from powerful cultural associations and strong political and cultural endorsement of Baracca’s persona. Drawing from scholarship on cultural branding and consumer culture, this study shows how new companies can establish powerful business icons by borrowing symbols connected to populist worlds and national ideologies, and transferring them to various industries. Strategic repurposing thus emerges as a distinct process within cultural branding to obtain institutional support and establish powerful brand identities in challenging contexts.

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来源期刊

Enterprise & Society Multiple-

CiteScore

1.20

自引率

30.00%

发文量

期刊介绍： Enterprise & Society offers a forum for research on the historical relations between businesses and their larger political, cultural, institutional, social, and economic contexts. The journal aims to be truly international in scope. Studies focused on individual firms and industries and grounded in a broad historical framework are welcome, as are innovative applications of economic or management theories to business and its context.