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Article contents
The Birth of a Business Icon through Cultural Branding: Ferrari and the Prancing Horse, 1923–1947
Published online by Cambridge University Press: 26 July 2021
Abstract
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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References
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Anteby, Michael, and Molnár, Virág. “Collective Memory Meets Organizational Identity: Remembering to Forget in a Firm’s Rhetorical History.” Academy of Management Journal 55, no. 3 (2012): 515–540.CrossRefGoogle Scholar
Aversa, Paolo, Huyghe, Annelore, and Bonadio, Giulia. “First Impressions Stick: Market Entry Strategies and Category Priming in the Digital Domain.” Journal of Management Studies (2021) (forthcoming).CrossRefGoogle Scholar
Bhat, Subodh, and Reddy, Srinivas K.. “Symbolic and Functional Positioning of Brands.” Journal of Consumer Marketing 15, no. 1 (1998): 32–43.CrossRefGoogle Scholar
Buil, Isabel, Catalan, Sara, and Martinez, Eva. “The Importance of Corporate Brand Identity in Business Management: An Application to the UK Banking Sector.” BRQ Business Research Quarterly 19, no. 1 (2016): 3–12.CrossRefGoogle Scholar
Casey, Andrea J., and Olivera, Fernando. “Reflections on Organizational Memory and Forgetting.” Journal of Management Inquiry 20, no. 3 (2011): 305–310.CrossRefGoogle Scholar
Cayla, Julien, and Arnould, Eric J.. “A Cultural Approach to Branding in the Global Marketplace.” Journal of International Marketing 16, no. 4 (2008): 86–112.CrossRefGoogle Scholar
, da Silva Lopes, Teresa, , and Duguid, Paul. “Introduction: Behind the Brand.” Business History Review 86, no. 2 (2012): 235–238.CrossRefGoogle Scholar
Deggiovanni, Piero. “Dal Mito Al Logo: Iconografia dell’Eroe.” In Cavaliere del Cielo, edited by Buscaroli, Beatrice, Deggiovanni, Piero, and Panzetta, Alfonso. Florence: Aska, 2015.Google Scholar
Dorobantu, Siziana, Kaul, Aseem, and Zelner, Bennet. “Nonmarket Strategy Research through the Lens of New Institutional Economics: An Integrative Review and Future Directions.” Strategic Management Journal 38, no. 1 (2017): 114–140.CrossRefGoogle Scholar
Fiorentino, Sara, Grillini, Gian Carlo, and Vandini, Mariangela. “The National Monument to Francesco Baracca in Lugo Di Romagna: Materials, Techniques and Conservation Aspects.” Case Studies in Construction Materials 19, no. 32 (2015): 19–32.CrossRefGoogle Scholar
Foster, William M., Suddaby, Roy, Minkus, Alison, and Wiebe, Elden. “History as Social Memory Assets: The Example of Tim Hortons.” Management & Organizational History 6, no. 1 (2011): 101–120.CrossRefGoogle Scholar
Gentile, Emilio. “The Conquest of Modernity: From Modernist Nationalism to Fascism.” Modernism/Modernity 1, no. 3 (1994): 55–87.Google Scholar
Hansen, Per H. “Business History: A Cultural and Narrative Approach.” Business History Review 86, no. 1 (2007): 693–717.CrossRefGoogle Scholar
Hansen, Per H. “Networks, Narratives, and New Markets: The Rise and Decline of Danish Modern Furniture Design, 1930–1970.” Business History Review 80, no. 3 (2006): 449–483.CrossRefGoogle Scholar
Hatch, Mary Jo, and Schultz, Majken. “Toward a Theory of Using History Authentically: Historicizing in the Carlsberg Group.” Administrative Science Quarterly 62, no. 4 (2017): 657–697.CrossRefGoogle Scholar
Holt, Douglas B. “What Becomes an Icon Most?” Harvard Business Review 81, no. 3 (2003): 43–49.Google Scholar
Hoyer, Wayne D., and Brown, Steven P.. “Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product.” Journal of Consumer Research 17, no. 2 (1990): 141–148.CrossRefGoogle Scholar
James, Harold, and O’Rourke, Kevin. “Italy and the First Age of Globalization, 1860–1940.” In The Oxford Handbook of the Italian Economy since Unification, edited by Toniolo, Gianni, 37–68. Oxford: Oxford University Press, 2013.CrossRefGoogle Scholar
Jocteau, Gian Carlo. “I Nobili Del Fascismo.” Fondazione Istituto Gramsci 45, no. 3 (2004): 677–726.Google Scholar
Keller, Kevin Lane. “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity.” The Journal of Marketing 57, no. 1 (1993): 1–22.CrossRefGoogle Scholar
Lau, Geok T., and Lee, Sook H.. “Consumers’ Trust in a Brand and the Link to Brand Loyalty.” Journal of Market Focused Management 4, no. 4 (1999): 341–370.CrossRefGoogle Scholar
Levy, Sidney J., and Luedicke, Marius K.. “From Marketing Ideology to Branding Ideology.” Journal of Macromarketing 33, no. 1 (2013): 58–66.CrossRefGoogle Scholar
Lucarelli, Andrea, and Hallin, Anette. “Brand Transformation: A Performative Approach to Brand Regeneration.” Journal of Marketing Management 31, no. 1–2 (2015): 97.CrossRefGoogle Scholar
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