The Department of Strategic Communication

Autumn 2023
SKOC39
Academic paper

A safe drive through the engine of heritage

A content analysis of the communication of heritage in Volvo’s branding
campaigns

Linnea Netterheim & Isabelle Dahlgren

Supervisor: Kristijan Petkoski
Abstract
The following research aims to examine brand heritage from a communicative perspective. In
order to reach the aim, one main question about brand heritage on a general level is
constructed. To be able to reach a deeper understanding on a detailed level, a subquestion
enables a case study where the communication of brand heritage is analyzed in dept. This
qualitative study with a content analysis of some of Volvo’s campaigns shows findings which
concludes that Volvo’s brand heritage communication is emphasizing core values, place of
origin and historial experience. Furthermore, it is concluded that the previous research
literature supports this findings, and they are serving as aspects of how brand heritage can be
communicated on a general level.

Keywords: Brand heritage, corporate heritage, brand identity, branding communication,

swedishness, place of origin

Table of content
_________________________________________________________________________
Abstract 1
Table of content 2

1. Introduction 3
1.1 Background 3

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1.2 Volvo Cars 4
1.3 Problematization 5
1.4 Aim and research question 5
1.5 Delimitations 6

2. Theoretical framework 6
2.1 Previous research 6
2.2 Theories 8
2.2.1 Corporate Brand Heritage 8
2.2.2 Brand Heritage 9

3. Method 10
3.1 Scientific Approach 10
3.2 Empirical material 11
3.3 Method of analysis 12
3.3.1 Qualitative Content Analysis 13
3.4 Reflection on method 17

4. Analysis 18
4.1 Coding frame 18
4.2 Findings 19
4.2.1 Core values 19
4.2.2 Use of symbols 20
4.2.3 History important to identity 21

5. Discussion and conclusion 23

5.1 Discussion on the findings 23
5.1.1 Discussion of sub question 23
5.1.2 Discussion of the main research question 25
5.2 Implication for further research 26
5.3 Conclusion 26

6. References 26
7. Appendix 28

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 1. Introduction
_________________________________________________________________________

1.1 Background
In a globalized and capitalist world, where product development, production, and cost
efficiency are widely known and practiced, companies need to compete beyond just price and
quality of the product. They must have a unique corporate identity that offers the consumer
symbolic value to remain competitive and relevant (Rosenbaum-Elliott et al., 2018).
Companies must also earn the trust of their consumers to expand their clientele. This is
well-known by marketers, and their constant pursuit of attention can sometimes be
overwhelming for consumers. Thus, mediating the identity and building a relationship with
the customer becomes a challenge. Therefore, it is crucial to have a deeper understanding of
how to create trust and long-term relationships, especially in corporate branding.

One branding strategy that contributes to building trust and great consumer relationships is
alluding to brand heritage. Rindell and Santos (2021) argue that incorporating brand heritage
into branding has considerable effects on the company's brand identity. Keller (2023) states
that using brand heritage as a branding strategy can help create a desirable narrative about the
present and future of the company. Such a narrative can help consumers make sense of the
company and its values. This sense-making can be beneficial for the relationship between the
brand and the consumer. Rindell et al. (2015) assert that incorporating brand heritage into
branding has great benefits for the perception of the brand in the consumer's mind. However,
limited research has been conducted on the topic, and there is much more to explore (Rindell
et al., 2015).

Urde et al. (2007) emphasize that there is a difference between history and heritage. They
suggest that history clarifies the past, while heritage expresses the relevance of the past for
the present situation. Furthermore, the authors explain that a brand becomes a heritage brand
when it uses its heritage as a key element of its present corporate identity. Consequently,
defining a brand heritage brand can be challenging. Urde et al. (2007) describe five key
aspects that make a company a corporate heritage brand. They state that “a brand's heritage is
found in its track record, longevity, core values, use of symbols, and particularly in an
organizational belief that its history is important” (2007). The authors mention Volvo as an

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example of a heritage brand that uses this approach as a foundational element of its corporate
identity. This research paper will use Volvo as an example to further examine the use and
value of brand heritage.

1.2 Volvo Cars

Volvo unveiled their first car in Gothenburg in 1927, and the factory there still employs 6,500
people. Throughout the years, Volvo has manufactured cars that are cherished by people
worldwide. Volvo has always been synonymous with safety and the development of safety
cars, and it has been a symbol of Swedishness, closely linked to Swedish tradition, culture,
and national identity.

Urde et al. (2007) use Volvo as an example to demonstrate how the brand heritage element
track record can be understood in the brand identity. They argue that Volvo's continuous focus
and commitment to safety exemplify how the company's long-standing relationship with
safety is used to create a present safety-related brand identity. The former CEO of Volvo,
Hans-Olov Olsson (2005, as cited in Urde et al., 2007) explains how heritage is a crucial part
of the brand identity, saying:

Heritage provides a legacy that offers us a timeless relationship to the

market/customers, society partners, and employees. Over time people recognise and
expect that the company will continue to deliver on these commit- ments (safety,
quality, environment, design). It sets Volvo apart from other car companies —it is hard
[for others] to copy and be trusted. Our brand is the history and the future (p. 9).

Moreover, the company's heritage and long-standing experience have been used in some of
the campaigns created for Volvo cars. Expressions about their expertise and safety
development can be found in texts related to videos or photos of the campaigns (Volvo, n.d.).
More information can also be found on the company's heritage on their website, where the
modules "Our heritage," "Decades of safety and innovations," and "A heritage of
sustainability" are available (Volvo, n.d.). Thus, Volvo continuously uses mentions of its
heritage in their external branding communication.

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1.3 Problematization
The current number of literature examining brand heritage is limited. Nevertheless, the
research covers many perspectives, but still, the authors of the papers give great thoughts on
what further research can focus on. Current literature focuses on the definition of brand
heritage (Urde et al., 2007), and its existence in regard to the consumer. For instance how it
can be used as a tool for making a company more authentic (Rindell & Santos, 2021) or how
consumers understand the brand heritage (Rindell et al., 2015). The papers show a pattern of
focus on brand heritage in relation to consumers and organizational benefits and effects of
using brand heritage as a part of corporate branding. Thus, recent literature shows a business
approach to the phenomena.

There in lies a gap, where the literature does not go deep and dissect how brand heritage is
actually communicated and utilized as a brand communication tool. Even though definitions
and examples of companies are mentioned (Urde et al., 2007), there is no real example of
how brand heritage can be expressed or used from a communicative perspective. Since the
field can generate great benefits for marketers and communicators in their work by forming a
communication and branding strategy, such research is considered highly relevant and
helpful.

1.4 Aim and research question

We aim to conduct research that explores how corporate brands can successfully
communicate and leverage their brand heritage throughout video and text material.
Understanding the communication aspect of brand heritage can help corporate brands
develop a new dimension of the way they express themselves and their brand identity towards
specific stakeholders.

In order to reach our aim, the following research question is:

● How do corporate brands communicate brand heritage in their brand campaigns?

To be able to answer our question, we use Volvo as a case study to enable an in-depth study
that offers a better understanding of the phenomena. The question that is used to profoundly

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examine the research question is:
● How does Volvo use brand heritage elements in the campaigns to contribute to the
brand communication?

1.5 Delimitations
As mentioned above, the research will be limitated to a case study of Volvo. By examining
one company and their way of communicating brand heritage, we hope to gain a nuanced
knowledge concerning the research question. Furthermore, the case study is limitated to four
different campaigns posted on YouTube. The campaigns includes both text and video,
approximately equal in length. All of the analyzed campaigns is made for Volvo Cars
Sweden. This choice serves the purpose of limitating the campaigns to one product- and
cultural context. By not include more than one type of Volvo’s product, such as trucks or
engines, we make sure that we analyze material made for one and the same market - the car
market only. Limitating the campaigns to the swedish market is done to ensure that only one
cultural context is taken into consideration. Such a desicion is important to decrease the risk
of interpreting a phenomena in a foreign context, while being biased by the swedish context
and thereby not making a proper interpretation.

2. Theoretical framework
_________________________________________________________________________

2.1 Previous research

In their research, Urde et al., (2007), suggest that an organization with a heritage can take
great advantage by using its heritage in corporate marketing. Such usage is predicted to work
as a competitive advantage and increase the feeling of authenticity and value for the
consumer. Urde et al., (2007) mention the previous branding strategies related to history or
heritage that can be found in the literature, which are retro branding, iconic branding, and
heritage marketing. The authors' distinct brand heritage research from the other ones, arguing
that brand heritage takes history, present, and future into account. In contrast, the other ones

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are closed to a particular era (specifically in retoro branding and heritage marketing) or to a
vital concept such as mythmaking in iconic branding.

Further on, Keller (2023) confirms that the usage of a brand's past can create great
opportunities for the present and the future. Using heritage as a tool for narrative might help
the consumers make sense of the brand's present and future. This could be helpful in times of
change, when a brand narrative with elements of the successful past, can serve as evidence
and trustworthiness that the brand's future is as good as it has always been. Moreover, Keller
(2023) argues that the abstract perception of a brand’s identity, what the brand is implicitly
representing is a strongly important part to take into consideration when developing a brand
strategy. Emphasizing certain parts of the heritage could help the company affect the
perception of the present brand identity and what it will be in the future.

In addition to what is written above, Rindell et al. (2015) develop a consumer perspective of
brand heritage, arguing that the foundational research by Urde et al. (2007), does not consider
this aspect. The research shows that the understanding of a company’s heritage, as seen by
the elements created by Urde et al. (2007), does not necessarily agree with the heritage image
that is in the mind of the consumer. Only seeing corporate heritage from the company’s
viewpoint, might therefore imply a risk that the strategic function of corporate heritage as a
branding element, loses its impact. A more consumer-focused analysis, while working with
the usage of corporate heritage as a brand strategy, will enable the opportunity to reinforce
the corporate heritage in a way that aligns with the customers' perception of the company. As
a result, the expression of the corporate heritage can be more strategically done, and this can
help control the perception of the company’s present and future. Adding a consumer
perspective is therefore interesting concerning building a functional and effective narrative
related to the corporate heritage.

Lastly, examining a further consumer understanding, Rindell and Santos (2021) address a
consumer perspective on aspect authenticity in corporate heritage. The research verifies the
correlation between a high level of authenticity and a brand’s strong connection to its
heritage. The findings show that a brand that keeps its activity or connection to the place of
origin, and if it is still a reference brand in its market that has an unaltered representation over
the years, the brand is considered authentic. The research endorses that the correct use of
corporate heritage can be beneficial to build a strong relationship between the brand and its
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customers. Moreover, the results also show that a brand identity based on corporate heritage
can be connected with the identity of the brand's place of origin. Such a strong relationship
between the brand’s and the consumers' connection to the place of origin can be seen as an
advantage as the brand is moving forward. Rindell and Santos (2021) argue that keeping the
key quintessence of the past but expressing it in an adjusted and modern context, will help the
brand keep its authenticity and relation to the consumers during corporate development.

In summary, the previous research shows a pattern of corporate heritage role in managing the
corporate identity. Even though the literature emphasizes different aspects of the use and
analysis of corporate heritage, there is a mutual understanding that a strategic implementation
can generate great advantage for the brand narrative, which further on can be of great
importance as the company moves forward and goes through changes. Reading through the
previous research and the current literature, it is also clearifies that there is no existing
research that emphasizes the communication aspect of brand heritage. Previous research can
therefore not be applied as a tool for examining the communication in the analyzed
campaigns, it can rather be used as a tool for identifying signs of brand heritage, and potential
motives of usage.

2.2 Theories

2.2.1 Corporate Brand Heritage

The concept of a corporate heritage brand is defined and used similarly in the literature that is
used for this paper, but the designation varies to some extent. For example, Ridell et al.
(2015) refer to the concept as “corporate brand heritage”, while Keller (2023) and Urde et al
(2007) call it “brand heritage”. Rindell and Santos (2021) uses both “corporate heritage” and
“brand heritage” about the phenomena. Eventhough there is a variation of designations and
perspectives of the concept, it still has shared meaning within the literature. The concept
refers to the usage and advantage of leveraging on a company’s past, to contribute to the
brand value proposition and present needs (Urde et al., 2007). In this paper, Urde et al. (2007)
is used as the main source, since the other literature used in the paper is based upon the
findings and definition made in their research.

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2.2.2 Brand Heritage
Urde et al., (2007) explain that a heritage brand can be identified by the certain characteristics
it exhibits. This definition of the characteristics of brand heritage is used as a general
definition and is recurring in the other research used in this paper, and will therefore be used
in our research as well. Urde et al., (2007) found that the more a brand displays these
characteristics, the higher its HQ (Heritage Quotient) is likely to be. There are five significant
elements that suggest the presence or potentiality of heritage in a brand. The more these
elements are present and powerful, the higher the brand's HQ is likely to be. The elements
defined by Urde et al., (2007) are the following:

Track record. The term referring to the state when an organization has delivered quality and
over an extended period and have shown a consistent pattern of implementing their promises
and still stick to their values. Such a behaviour is associated with a high sense of trust among
stakeholders for future development (2007).

Longevity. This element emphasizes the long-time establishement that is a requirement for a
company to have heritage. The authors mentions that the company can be said having
longevity if they have survived two generations and a number of CEO’s. Furtheron this
element can, due to the authors, not be seen as a element that determine heritage on its own,
rather a requirement for the other elements to work as aspects of brand heritage (2007).

Core values. Maintaining consistency and continuity in core values is essential for certain
businesses. This defines their corporate strategy and forms part of their heritage. Core values
can become the foundation for a brand's positioning. By communicating core values
internally, a company can shape its mindset, actions, and behaviors. When core values align
with the company's goals and principles, they become part of the brand's identity. Over time,
they also become an indispensable element of the brand's heritage (2007).

Use of symbols. The use of symbols in communication is a crucial aspect of heritage brands.
Brands often use logos and design elements to convey their message. For certain brands with
high brand equity, logos can become so strong that they develop their own identity. Logos
and symbols can represent the brand, and over time they can become connotations and be
seen synonymous with the brand. For brands with a high level of brand equity, these symbols

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can sometimes attain an identity of their own and become a representation of the brand
(2007).

History important to identity. Heritage brands leverage their history to create a unique and
desirable narrative about the present and future of the company. This narrative helps
consumers make sense of the brand and its values, building trust and long-term relationships
crucial for success. The authors also states that history is important for future actions and
changes, both in terms of guidance and trust from the stakeholders during the change. (2007).

For this paper, only the last three (core values, use of symbols and history important to
identity), is taken into consideration. Track record and longevity is especially related to the
business- and managerial dimension of brand heritage. These two aspects lacks meaning for
our research, and is not related to the aim of interpreting communication. Instead, the last
three ones is suitable in order to interpret the usage and meaning behind the communication.
The forthcoming sections of this paper will therefore cover the concept (brand heritage) as a
whole, but specifically in-dept examine the three last parts of the concept.

3. Method
_________________________________________________________________________

3.1 Scientific Approach

The epistemological stance of this paper is social constructivism, which means that reality is
constructed by society and social interaction rather than being an objective mirror of the
absolute truth (Flick, 2018). Our research is based on personal interpretations, making it
challenging to reduce the sense of subjectivity during the process. Flick (2018) acknowledges
that a social constructivism approach precludes a totally objective inference, which is an
ongoing issue in qualitative research. It is vital to keep in mind that our research has a sense
of subjectivity, which is an obvious weakness. However, such an approach is necessary to
enable the interpretative analysis that can answer our research question.

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Considering the above, it is also important to discuss why a qualitative method is used,
despite its weaknesses regarding objectivity. We aim to understand how brand heritage is
communicated, which preferably requires coding the content where the heritage is
communicated to break it down into units that together show the construction of the
expressed heritage. Flick (2014) argues that coding is the most used strategy in qualitative
data analysis, making a qualitative approach appropriate for our aim. This enables us to do a
case study, which is suitable to code material for analysis.

Furthermore, it is relevant to discuss how we view and understand the findings. The starting
point of our research is based on an existing theory, and we base the analysis and
understanding of the theory and knowledge of brand heritage. Thus, we initially have a
deductive approach (Flick, 2018). This means that the theory of brand heritage helps us detect
hints of brand heritage in the material we are analyzing. However, Flick (2018) also argues
that there is a risk of ignoring data that does not fit into the theoretical framework or
overinterpreting data to make it suitable to the theory. Nevertheless, such an approach is the
most appropriate for this research and will therefore be used as properly as possible to
minimize the potential risks.

3.2 Empirical material

The use of brand heritage in branding has been shown to have a significant impact on the
brand identity of a company, as suggested by Rindell and Santos (2021). Volvo has
successfully integrated its brand heritage, particularly its Swedish heritage, in its branding
strategy. The connection to Sweden and its culture has been a recurring theme in Volvo's
expression of its heritage in marketing campaigns. This has helped Volvo to establish a
unique identity that sets it apart from other car companies. By emphasizing its Swedish
heritage, Volvo has been able to create a brand image that conveys not only the quality of its
cars but also its commitment to safety, innovation, and sustainability. The incorporation of
brand heritage has thus helped Volvo to build a strong relationship with its customers, based
on trust and shared values. Therefore this article will explore how Volvo has expressed the
Swedish heritage as a part of the brand heritage in their marketing.

The material that is used in this research is all published on the channel of Volvo Cars
Sweden, to make a geographical delimitation. When choosing which material to be analyzed,

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a various content within the material is considered. This is done to avoid an analysis done
without the possibility of revealing unexpected findings. To be able to dig deeper into every
one of the materials, but still have enough to be able to compare them, we decided to include
four videos. Their titles are the following:

● Volvo - Made By People

● Volvo V90 - Made by Sweden - ”Prologue” feat. Zlatan Ibrahimović - 60 sek
● Volvo XC60 Made By Sweden
● Omtanke – Volvo Car Sverige

Further on, both the visual (the video) and the textual (the video description) aspect of each
campaign is used as material for our coding frame and analysis. This decision is made upon
the fact that the text is a necessary supporter to the video, and the campaign as a whole
includes both of the aspects. Additionally, the text provides more factual material to be
analyzed, it is easier to gain a more objective view of what the brand is actually
communicating. Flick (2014) argues that a qualitative content analysis is flexible in the way
that is allows different types of material. Nevertheless, he also emphasizes that it is much
harder to work with visual material than with textual, due to the difficulty of segmenting the
videos into units, which is a part of the analysis process (Flick, 2014). This is a challenge
with this research, which can be claimed to decrease its validity. To reduce the impact on the
paper, caused by this difficulty, we will only use the videos as a source to describe the content
related to the category “symbols”. Elements taken from the videos into the analysis is thus
delimitated to the terms of that category. Hence, every part of the video material will be
segmented into units, that are all analyzed. Only material that is relevant to our main category
“use of symbols” will be included.

3.3 Method of analysis

Qualitative content analysis is a useful method for analyzing qualitative data. The method
involves categorizing the data and then systematically examining its meaning. The data is
then organized into a coding framework, which is a vital component of this method. It
includes all the necessary features for interpreting and describing the material. Qualitative
content analysis has three key features: it helps reduce data, follows a systematic approach,

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and is adaptable. Overall, this approach can provide a more comprehensive understanding of
qualitative data (Flick, 2014).

3.3.1 Qualitative Content Analysis

Qualitative and quantitative content analysis are two research methods that share many
similarities, and there is no clear distinction between them. Both methods involve
systematically describing data by coding it. They follow similar steps, such as using a coding
frame, defining categories, categorizing the material into coding units, and then conducting a
pilot phase and the main analysis. However, there is a clear difference between the two
methods in terms of the quality criteria for qualitative content analysis. For instance, the
criteria used to assess reliability and validity are often applied less strictly. (Flick, 2014).
Since this study will be a qualitative content analysis, the criteria for quality assessment can
be more loosely applied, enabling a more interpretive approach to the data This approach
may involve a deeper exploration of the underlying meanings and themes present in the
material, which can provide valuable insights into the research question at hand. Overall,
while qualitative and quantitative content analysis share many similarities, they also offer
distinct advantages and disadvantages depending on the nature and goals of the research
study.

Reduces data. Unlike other qualitative data analysis methods, qualitative content analysis
aims to reduce the amount of material, instead of increasing it. It focuses on specific aspects
of the data and their significance to the research field. This approach leads to a more precise
and meaningful analysis. (Flick, 2014). By using qualitative content analysis, we will be able
to examine the collected data in a way that allows us to focus specifically on the most
important and interesting parts of the data. This helps us to gain a clearer understanding of
the information we are gathering, and allows us to draw more meaningful insights and
conclusions from the data. By focusing on the specific aspects of meaning that were most
relevant to our research question, we are able to reduce the amount of material we need to
analyze, while still gaining valuable insights from the data.

Follows a systematic approach. To conduct a thorough qualitative content analysis, it's

crucial to approach it systematically and without any prejudgments. This means taking
several steps, such as double coding to ensure that categories are clearly explicit and defined.

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It's also important to remain flexible and modify the coding frame as needed during the trial
(Flick, 2014). ​In this study, we ensured the accuracy of our coding frame by carefully
reviewing the material and conducting double coding. This means that we went through the
data multiple times to ensure that our categories were well-defined and clear. By doing this,
we were able to avoid any pre-existing prejudices that could have affected the analysis.
Additionally, we remained flexible throughout the process and modified the coding frame as
needed during the trial. This helped to ensure that our analysis was thorough and accurate.

Adaptable. When conducting research, qualitative content analysis can provide a valuable
level of flexibility. By utilizing both concept-driven and data-driven categories within the
coding frame, a more accurate and representative analysis of the material can be achieved.
While a portion of the categories should be driven by data, the remainder can be guided by
concepts. This adaptability allows for a customized approach to analyzing the material,
leading to relevant and precise results (Flick, 2014). In our specific case, we have chosen to
incorporate the theories from Urde et al. (2007) as concepts for our categories, which will
provide a solid framework for our analysis. The subcategories, however, were identified from
the material, which means that they were based on the information that was available. This
approach ensured that the analysis was more accurate and reliable. By using a data-driven
approach to identify subcategories and concept-driven for the categories,we were able to gain
deeper insights and a better understanding of the data.

3.2 Different steps of content analysis

When dealing with a large amount of data, content analysis can be a valuable tool. The
process of content analysis typically consists of seven steps, as outlined by Flick (2014).
However this paper will specifically focus on four of the steps mention by Flick (2014):

1. Building a coding frame.

2. Segmentation.
3. Trial coding.
4. Evaluating and modifying the coding frame.

These steps provide a structured approach to analyzing and interpreting data, and can be used
to gain insights into a variety of research questions. By following these steps, researchers can

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ensure that their analysis is systematic. It insures that the findings are as reliable and accurate
as possible. However, since the material used in this paper was not extensive, it was not
necessary to follow all the steps. We didn't strictly follow the process outlined by Flick
(2014) for a research paper. Instead, we made modifications to suit our research needs.
Although the process includes initial and final stages that are mandatory for every study, we
only included the steps that were unique to content analysis. However, we did not include the
steps for selecting our research question and materials in our methodology since we had
already chosen them before developing our methodology. Below, a description of our process
is presented.

Building a coding frame. Coding frames contain categories and subcategories that define
aspects of data. The number of aspects is limited by the researcher's capacity to handle
categories. Categories are defined at a higher level of abstraction to apply to multiple
concrete passages. Abstraction results in the loss of concrete information but enables a
comparison of different parts of the material (Flick, 2014). To answer our research questions,
we decided to use Urde et al. (2007) theory on brand heritage as a foundation for our coding
frame. This decision was fitting and logical since the choosen categories of the theory align
with the aspects we wanted to investigate. By adopting these categories, we can effectively
address our research questions and gain valuable insights into the data. In order to ensure that
the categories were used correctly, we established rules for each subcategory. These rules
specified when each code should be applied to the material. The rules were then incorporated
into the coding frame to provide greater clarity. By using this established theoretical
framework, we are able to approach the analysis in a systematic and structured manner. The
coding frame allows us to identify and categorize the relevant aspects of the data and
provided a means to compare different parts of the material. However, it is important to note
that abstraction can result in the loss of concrete information, and therefore, it is crucial to
strike a balance between abstraction and maintaining the integrity of the data. Overall, our
use of the theory created by Urde et al. (2007), and the coding frame proved to be an effective
approach to analyzing the communication of heritage in Volvo's branding campaigns.

Segmentation. Qualitative content analysis requires coding consistency and segmentation of

the material into units to ensure a meaningful interpretation. The process of segmentation
entails breaking down the material into distinct units that can be classified under a single
(sub)category of the coding frame. There are two types of criteria used for segmentation,
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namely formal and thematic. Formal criteria rely on the fundamental structure of the material,
while thematic criteria involve identifying changes in topic. Thematic criteria are particularly
valuable in qualitative research (Flick, 2014). Since thematic criteria were the most fitting for
our research question, we chose to use a thematic approach. During the segmentation process,
we followed the advice mentioned by Flick (2014) and first identified the units in the material
and then built a coding frame from there. Flick (2014) also suggests giving the units numbers
to fit into the categories, but our material was too narrow for numbering all the segments, so
we decided it was not appropriate for our study.

Trial coding. During the pilot phase of coding, the coding frame is tested on a part of the
material to recognize and modify any shortcomings in the frame before the main analysis.
The pilot phase consists of three steps: selecting and preparing material, trial coding, and
evaluating and modifying the coding frame. The material should be selected to cover all types
of data and data sources and should be segmented into coding units (Flick, 2014). ​Given that
the categories used in our study were of a more abstract nature, it was deemed necessary to
examine all the materials to ensure that every aspect was included in the coding frame. As a
result, we decided to incorporate all of our material in the pilot phase, despite the fact that our
data set was not as extensive as those that typically require content analysis. This approach
allowed us to conduct a thorough testing and modification of the coding frame, ensuring that
it was comprehensive and accurate.

Evaluating and modifying the coding frame. The evaluation of the coding frame is based of
the trial coding. It seeks to investigate the consistency of the result from the trial phase. The
coding frame's quality is higher if units of coding are consistently assigned to the same
subcategories during both rounds. Inconsistencies between the pilot coding and the coding
can be addressed by clarifying subcategory definitions and adding decision rules (Flick,
2014). After reviewing the categories, we found that they were generally fitting for the
chosen theory. However, we did make some modifications to the subcategories names to
ensure they were more specific and clear in their meaning. Additionally, we noticed that a
few categories were too similar, so we decided to merge them together for better
organization.

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3.4 Reflection on method
The chosen method does not come without weaknesses and flaws. Regarding the method of
analysis, except the risks mentioned earlier in the paper, such as social constructisivistic
subjectivity, overinterpretation and ignoring non-fitting data (Flick, 2018), there is
weaknesses that we identified during the analysis process. For example, we realized that the
process of a content analysis require a more large-scale material in order to be done properly,
step by step. Nevertheless, the process was adjusted to match the needs of our material and
aims, but it is still worth mentioning that the method might be optimal for a lager material. A
weakness that is identified within this adjustments, is that the majority of the material is from
the campaign “Made by Sweden”. This makes the material homogeneous to one extend, but
these were the material where statements and expressions of brand heritage where found.
Thus, the selection of material were crucial and appropriate in order to implement the
analysis and research that we aimed to. Moreover, the method helped us dessicate and
identify pattern within the material, which was totally in line with the aim.

The research question is on one hand limitating the the research to examine a how, which
make the content analysis appropriate. On the other hand, such a question could also make a
semiotic analysis suitable. We could then get a perspective that extends the answer from
being descreptive, to being more interpretive. With this insight, it is interesting to resonate
that such an analysis might could go even deeper understanding the research question. This
could also contribute to make sense of more of the visual material that is now exkluded from
the analysis.

Furtheron, a case study is limitated in the way that it is not extended enough to be generalized
as universal rule or truth. Choosing a case study is appropriate for this study, where the goal
is to generate knowledge and understanding at a micro level, but in order to make a study
with the purpose of serving as a covering framework for the communication field, a more
extensive research has to be conducted.

In summary, throughout the process of the research, there was findings of weaknesses of the
methods. Realizations about alternative ways to operate occured, but after discussions back
and forth, we decided to choose the methods that are now used, arguing that our choices are
still the most suitable for this research question and our aim.

17
 4. Analysis
_________________________________________________________________________

4.1 Coding frame

Made by people Made by sweden - Made by sweden Omtanke
prologue

Core values Sub 1: By people Sub 1: For people Sub 1: Made for Sub 1: Made for
Swedish lifestyle Swedish lifestyle
Sub 2: Safety Sub 2: Safety
Sub 2: Safety Sub 2: Safety
Sub 3: Innovation Sub 3: Made for
Swedish lifestyle Sub 3: Innovation Sub 3: Innovation
Sub 4: Diversity
Sub 4: Innovation Sub 4: : For people Sub 4: : For people

Sub 5: Future Sub 5: Sustainability

Sub 6: Sustainability

Use of symbols Sub 1: Iconic car Sub 1: Swedish flag Sub 1: Logotype Sub 1: Logotype
design color ouline ouline

Sub 2: Logotype Sub 2: Logotype Sub 2: Visible Sub 2: Visible

ouline ouline logotyp logotyp

Sub 3: Visible logotyp Sub 3: Visible

logotyp

History important Sub 1: Historical Sub 1: Historical Sub 1: Historical Sub 1: Historical
to identity mentions mentions mentions mentions

Sub 2: Place of origin Sub 2: Place of origin Sub 2: Place of origin Sub 2: Place of origin
(gothenburg) (Swedish impact) (Swedish impact) (Swedish impact)

Sub 3: Inclusiveness

4.2 Findings
4.2.1 Core values
Within all of the four campaigns, two subcategories where continuous prominent. These are
the subcategories coded as “safety” and “innovation”. Both of the codes are emphasized in

18
the textual material. The occurring codes are for instance visible in the following excerpt,
where we have segmented the text into units to clarify the lines between the different codes:

[In a few years, when cars will be driving themselves, it's also good to know that our latest
innovations today] [ensure that you stay within the lanes, maintain a safe distance from other
cars, and slow down if you get too close to the car in front].
(Volvo Cars Sverige, 2017)

In this example the code innovation is applicable in the first unit of the text, since that part
refers to innovation as a part of today’s products, as well as it is prioritized for the future
development and requirements. Furtheron, safety is underlined in the second unit, since this
part of the text referring to safety solutions such as cruise control and lane control.

Furtheron, other subcategory that are commonly present is the code “made for swedish
lifestyle”. Occurring in three out of four campaigns, this category is interesting because of its
allusion to the swedish customers’ needs. Urde et al. (2007) states that core values is about
the trust between the company and the stakeholders, and that a long time of kept promises is a
sign of core values. Based on this, we make the interpretation that alluding to the swedish
lifestyle is a expression of a promise and trust-building from Volvo.

Lastly, an interesting finding was that the code “diversity” is only mentioned in one
campaign. The code, is in this campaign applicable in a situation where diversity is related to
the employees. Regardless, it is interesting since much of the other material is related to the
swedish customers and the swedish heritage. Thus, emphasizing diversity in one campaign
violates this pattern that we first noticed. Nevertheless, the the swedish emphasizing is still
significant.

4.2.2 Use of symbols

Firstly, it is noticeable that all of the campaigns is marked with the code “logotype outline”.
We see a pattern where the logotype is only partly showed in the visual material, but not fully
revealed. Urde et al. (2007) argues that well established brand can reach a state where the
logo of the brand is, on its own, connotated to the brand and its values. Not revealing the

19
 entire logotype when the
cars are shown in the visual
material, can be interpreted
as a expression of
confidence, that Volvo
possess regarding their
positioning in the market.

Image 1
This sequence shows how the logotype is only partly visible. One can understand that it is the
Volvo logo, but it still not visually confirmed. In contrast, the code ”iconic design” is rather
occurring. Showing indicators of Volvos well-known design can further be interpreted as a
use of a symbol that, on its own, represent the brand (Urde et al., 2007).

Secondly, the logotype of Volvo is presented the last few seconds of every video. Thus, it is
not fully revealed until the end. In the end, the logo is concretely exhibited. We interpret this
action as a function of confirmation of what earlier just have been red between the lines. The
revealing of the logo confirms that the reader was right thinking it was Volvo.

One last interesting mention is that the code “swedish flag color” is only found briefly in one
campaign, “made by sweden - prolouge”. Compared to the category of core values, where
Sweden and Volvo’s relation to Sweden is contignous emphasized, the lack of swedish
symbols in this category is remarkable. Eventhough Urde et al. (2007) do not specifically
mention flags as a use of symbol, we decided to include it in our coding frame based on the
insight that swedishness is highlighted as an aspect in the other main categories. The authors
rather refer to symbols as logotypes, which is identified in the paragraphs above.

20
The following two sequences of the video shows the times where the swedish flag colours are
represented:

Image 2

Image 3

4.2.3 History important to identity

There is a pervading occurring of the code “historical mentions” in each of the campaigns.
These mentions are all occurring in the textual material. The following excerpts comes from
each of the campaigns is evidential that referring back to history is a common element.

“Ever since the 50’s we ́ve brought people here from all over the world to develop and build
our cars.” (Volvo Cars Sverige, 2016)

“Since 1927, we have placed the individual at the center and created innovations that make
the car more comfortable, safer, and environmentally friendly.” (Volvo Cars Sverige, 2016)

21
“For almost 100 years, we have been building cars for those of us living in this country.”
(Volvo Cars Sverige, 2018)

“For ninety years, we have been building cars for the people in this country.”
(Volvo Cars Sverige, 2017)

Similarly to Urde et al. (2007), who states that mentions of history has a finesse for a
corporate heritage brand, these expressions seems have a intended role to emphasize the
history of Volvo. We interpret that this communication servers the purpose of building trust
and authenticity towards the stakeholders, as is stated in Ridell and Santos (2021).

Furtheron, the code “place of origin” is present in all four of the campaigns. What is
interesting here is that three of the campaigns empasizes Sweden as a crucial factor of the
development and identity for Volvo. Urde et al. (2007) showcases how a brands positioning
and value proposition can be expressed and integrated as a part of the communication about
the brand heritage, by mention an example about Patek Philippe. We interpret a similar
function within the analyzed campaigns. By mentioning the place of origin as a distinct
aspect of the heritage, we claim that Volvo intentionally wants to clarify their positioning as a
robust and safe car, which is a product of their heritage in a rough and cold climate.
Furthermore, Rindell and Santos (2021) draws the conclusion that alluding to the place of
origin is beneficial in order to build trust and strengthen the relationship with the customers
living in the same country as the brand’s place of origin. This conclusion supports our
interpretation of Volvo’s conscious allusions of their swedish roots.

Similarly to the code “diversity” in the category of core values, the code “inclusiveness” is
only applicable in one of the campaigns. The code can be used when there is signs of
diversity that goes back in time. The campaign where this code is applicable is the one called
“Made by people” (see the excerpt below). We state that communicating historical
inclusiveness in this campaign is made to attract a wider target group. Furthermore, this
indicates that Volvo is conscious about the way what they combine heritage and the
targetgroup. One can resonate that this is a targeted and strategic way to work with brand
heritage in order to use it as way to communicate positioning and value for the audience.

22
“Who really builds the best cars? Is it the Germans? Italians? Swedes? Koreans? Or perhaps
the Americans? The truth is, it's none of them. It's everyone. Together. Since the 1950s, we
have welcomed people from all over the world to Hisingen in Gothenburg to develop and
build our cars.” (Volvo Cars Sverige, 2016).

5. Discussion and conclusion

_________________________________________________________________________

5.1 Discussion on the findings

In this section, we will discuss the findings that were presented in the previous section. The
results of the analysis will be discussed in connection with the theoretical framework,
specifically focusing on how Volvo communicates their brand heritage in the material.
Additionally, this section will provide suggestions for further research. In order to answer the
research question accordingly, here is a reminder of what question this paper will discuss and
answer.

The research question this study is going to answer:

- How do corporate brands communicate brand heritage in their brand campaigns?

The following subquestion:

- How does Volvo use brand heritage elements in the campaigns to contribute to the
brand communication?

5.1.1 Discussion of subquestion

A common theme that runs throughout all categories of Volvo's products is the inclusion of
Swedish element, such as culture, identity and geography. The company's core values include
the concept of made for Swedish lifestyle, which means that their products are tailored to suit
the unique geographical location, weather conditions, and landscape of Sweden. This is
evident in their marketing materials, which often feature Swedish elements, such as
geography. In most of the material, the audience sees a car driving through dramatic Swedish

23
landscapes. Volvo might see Sweden as a rugged and chilly terrain that requires cars specially
designed for the environment.

While Volvo generally does not use Swedish symbols in their campaigns, there is one
particular campaign where they do. In this campaign, the national Swedish colors are used,
including the use of a Swedish football shirt and the Swedish flag. This emphasis on the
Swedish identity suggests that Volvo wants to highlight its Swedish legacy and identity. By
using these colors as symbols, Volvo aims to connect with its Swedish heritage and convey a
sense of national pride, which can be appealing to customers who value authenticity and
tradition.

In the historical context of Volvo, the brand places great importance on its Swedish heritage
as a key element in its growth and character. By highlighting its Swedish roots, Volvo aims to
create a strong association with its country of origin and communicate this message to its
stakeholders, particularly those in Sweden. This approach migh be importatn for Volvo as it
helps to create a sense of national pride and loyalty among its customers and stakeholders. In
research done by Ridell and Santos (2021), conclusions are drawn that emphasizing place of
origin adds authenticity and value for stakeholders with the same roots. Hence, by
communicating its Swedish heritage, Volvo can differentiate itself from other automotive
brands and appeal to consumers who value authenticity and brand history. Volvo's emphasis
on its Swedish roots can be seen as a key part of its brand identity helping to create a strong
and recognizable brand image that might resonates with its target audience. This way of
communicating heritage is well aligned with the findings made by Rindell and Santos (2021),
and our reasoning is thereby supported.

Overall, Volvo's commitment to incorporating Swedish elements into their products and
marketing materials is a testament to their dedication to their heritage and their desire to
create products that are tailored to the unique needs and lifestyles of their customers. Volvo
seems to use their origin as Swedes to build trust among the it’s swedish stakeholders, which
furthermore can be seen as a reasonable assumption, due to its alignment with previous
research findings.

The two most prominent core values for Volvo are safety and innovation. These two elements
are frequently mentioned in the brand's materials and campaigns. Therefore one might argue
24
that innovation and safety become the center for Volvo's brand positioning. In that sense,
Volvo utilizes its core values as a part of the brands value proposition, as mentioned in Urde
et al. (2007). These core values are expressed as something Volvo does today but are also a
part of their goals. Keller (2023) claims that heritage is a way of promise that the brands
historical values and promises is as attendant in the brands future. Volvo’s use of safety and
innovation in both historical, present and future terms, is connected to that claim.

There is one subcategory in the history important to identity that is consistent in all of the
campaigns – historical mentions. The use of explicit and detailed communication on Volvo's
history is coherent in all of the communication. It seems that reminding the audience of
Volvo's past in the form of historical mentions is an important part of the heritage
communication aspects. Such mentions can be explained and supported by Keller (2023),
who states that the company has to communicate important aspects of the history in order to
manage the interpretations of the heritage inside the mind of the audience. The historical
mentions might therefore play a crucial role to emphasize the interpretation of Volvo as a
company with a rich history and experience.

In summary, Volvo's brand heritage is prominently communicated through a few core values
that are consistently present in all of their communication. Specifically, their commitment to
safety, innovation, and the Swedish lifestyle are cohesive in most of their materials. These
three values can be identified as the most important to Volvo's brand heritage communication.
Additionally, historical references and nods to Swedish culture in their campaigns only serve
to further emphasize Volvo's heritage as a company and can, based on previous research, be
of great important for the trust, authenticity and relationship towards the stakeholders.

5.1.2 Discussion of the main research question

It is clear that one effective way to communicate a brand's heritage is through its place of
origin, which is also supported in the previous research literature. This aspect not only
describes the product's place of origin, but also the influence of that place on the product.
Emphasizing the roots in the communication seems to contribute to the authenticity of the
brand and is, due to this and previous research, of importance when a brand is alluding to its
brand heritage.

25
One further realization is that the mention of core values as a part of brand heritage
contributes to both trust and authenticity as stated in previous literature such as Keller (2023)
and Urde et al. (2007). Throughout the case study, a good example of how core values can be
communicated is shown. On a more general term, it can be stated that core values should
have a prominent role in the communication, both in terms of history, present and future
(2023).

Lastly, brands can include historical mentions or references in their brand heritage
communication in order to emphasize the long term experience within the market. This could
be a way for brands to establish and validate their previous experience as a company. By
explicitly highlighting that the brand has a rich legacy of several years, or even decades, of
fulfilling its promises and live up to the values and expectations.

Answering the research question, brands do communicate their brand heritage in several
ways, since there is no absolute truth how it should be done. Nevertheless, this research
shows findings of a pattern, that is both confirmed in previous research literatur, and within
this research. Such pattern shows that emphasizing place of origin, core values with a
historical fulfillment and historical references, is a successful way of communicating brand
heritage. With this in mind, this is not necessary what heritage brands do, but it is a indicator
of how they can do in their heritage communication.

5.2 Implication for further research

For further research, there is a couple of suggestions. Initially, the current literature puts little
focus on a critical perspective of corporate heritage branding. Discussions of its limitations
and potential risks would contribute to a wider understanding of how it can be used, and
would thereby be important for the ability to resonate strategically about the concept. Such a
research would thereby provide a significant perspective for the field of strategic
communication.

Moreover, research with a different method of analysis would contribute to a more nuanced
understanding about corporate heritage branding. Here, as well as in the reflection of method,
we suggest that a semiotic analysis could be appropriate. Understanding the meaning of the
communication aspects would be helpful understanding how to use signs of heritage to create

26
meaning and sense to the receiver. Additionally, to further examine the meaning and sense of
corporate heritage, a research focusing on the combination of brand heritage and brand
narrative could be of great importance. Generating knowledge about how brand heritage can
contribute to the brand narrative could be significant information for managers or
communicators working with developing and sharpen their brand narrative and brand
identity.

Finally, brand heritage can be further examined in many ways. Related to the perspective of
this paper, suggestions for further research concerns perspectives examining the use of
heritage as a tool to create meaning. Also a critical approach is recommended in order to
contribute with a critical review in contrast to the current literature and previous research.

5.3 Conclusion
In conclusion, this research has contributed with a communication orientated perspective of
the the concept of brand heritage. Findings shows that aspects such as place of origin and
historical references regarding values and experience is aligned with evidence showed in
previous research literature. Although these sources has a more operative orientated standing,
they serve as evidence and support to our findings, concluding that the discussed aspects of
heritage is of great importance not only when implementing heritage as a strategy, but also in
the communication of brand heritage. To gain a deeper understanding of the communicative
aspect of heritage, perspectives such as narrative and semiotics are suggested.

6. References
_________________________________________________________________________
Flick, Uwe (2014). The SAGE handbook of qualitative data analysis. London: SAGE.

Flick, Uwe (2018). The SAGE handbook of qualitative data collection. London: SAGE.

Keller, K. L. (2023). Looking forward, looking back: developing a narrative of the past,
present and future of a brand. Journal of Brand Management, 30(1), 1–8.
https://doi-org.ludwig.lub.lu.se/10.1057/s41262-022-00309-2

27
Rindell, A., & Santos, F. P. (2021). What makes a corporate heritage brand authentic for
consumers? A semiotic approach. Journal of Brand Management, 28(5), 545–558.
https://doi-org.ludwig.lub.lu.se/10.1057/s41262-021-00243-9

Rindell, A., Santos, F. P., & De Lima, A. P. (2015). Two sides of a coin: Connecting
corporate brand heritage to consumers’ corporate image heritage. Journal of Brand
Management, 22(5), 467-484–484. https://doi-org.ludwig.lub.lu.se/10.1057/bm.2015.20

Rosenbaum-Elliot, R., Percy, L & Pervan, S. (2018). Strategic Brand Management (4th ed.).
Oxford University Press.

Urde, M., Greyser, S. A., & Balmer, J. M. T. (2007). Corporate brands with a heritage.
Journal of Brand Management, 15(1), 4–19. https://doi.org/10.1057/palgrave.bm.2550106

Volvo Car Sverige. (21 January 2016). Volvo - Made By People [Video]. Youtube.
https://www.youtube.com/watch?v=DUDx6NEqdJQ&t=90s

Volvo Car Sverige. (3 June 2016). Volvo V90 - Made by Sweden - ”Prologue” feat. Zlatan
Ibrahimović - 60 sek [Video]. Youtube.
https://www.youtube.com/watch?v=D9BfzFZl4_E&t=1s

Volvo Car Sverige. (13 April 2018). Volvo XC60 Made By Sweden [Video]. Youtube.
https://www.youtube.com/watch?v=BdAw4_i-6NA

Volvo Car Sverige. (31 March 2017). Omtanke – Volvo Car Sverige [Video]. Youtube.
https://www.youtube.com/watch?v=NqX6bAgTVvU&list=PLt18QcNOm5xpqhtd5qAZihzQ-
1IOebR-N

7. Appendix
_________________________________________________________________________

28
Combined coding frame before segmentation and pilot phase
In this stage, we combined our findings and compared and discussed them. This ensured that
we could both present our cases for what we believed was more appropriate.

Made by people Made by sweden - Made by sweden Omtanke

prologue

Core values Sub 1: By people for Sub 1: By people for Sub 1: For Sub 1: For
people(people/humans in people(people/humans Swedes(people/humans Swedes(people/humans
focus) in focus) in focus) in focus)
1.2 Car made for 1.2 Car made for
Sub 2: Safety Sub 2: Safety swedish nature swedish nature

Sub 3: Innovation Sub 3: Car made for Sub 2: Safety Sub 2: Safety
swedish nature
Sub 4: Diversity Sub 3: Innovation Sub 3: Innovation

Sub 5: Framtidsmål Sub 4: Car made for

(Sutainibility) swedish nature
(innovation)

Use of symbols - Logotype i the end - Swedish flag close to - Logotype not clearly - The logotype a bit
Zlatan shown, just the outlines more clearly shown on
- Volvos iconic garage of it. this one.
(design) - Logotype in the end
- Logotype in the end - Design: volvo iconic
design (the design in the
car)/

- Logotype in the end

- Volvos iconic design

(window frame)

History important to Sub 1: Historical year Sub 1: Historical year Sub 1: Historical year Sub 1: Historical year
identity
Sub 2: Swedish Sub 2: Swedish Sub 2: Swedish Sub 2: Swedish
legacy(göteborg) legacy(Sweden has legacy(Sweden has legacy(Sweden has
shaped the car) shaped the car) shaped the car)
Sub 3: Inclusiveness

Rules

29
CORE VALUES
“See description above in paper”
1. Safety
The code is used when Volvo expresses a focus on safety. Specifically for their product and people, both inside and
outside of the vehicle. If the focus is explicitly expressed on innovation, use code 5 instead.
2. By people
Emphasis is placed on the human factor in product creation and production, excluding consideration of consumer
impact. Please refer to code 3 for consumer impact.
3. For people
Emphasis on the people in and outside the car, the customers, and/or surroundings. This category doesn’t focus on
the people constructing the car, only the consumers and people affected by the driver. For people behind the
production, see code 2.
4. Made for Swedish lifestyle
This code is used when Volvo expresses that the car is made to function in the Swedish nature. Wherever it is
understood that the Swedish lifestyle is taken into consideration in the function of the car, this code is used.
5. Innovation
Code referring to the emphasis on innovative functions with the cars. The code is only used when innovation is
explicitly expressed. If it is not explicitly expressed, but the content refers to technical functions in the car, use code
1 or code 7, depending on the emphasis in the sentence.
6. Diversity
Volvo's use of diversity in its communication. Includes Volo as an organization and brand and its employees. Should
be used when Volvo expresses diversity as a key in the production of cars.
7. Future
Volvo's communication regarding its future goals and visions needs to explicitly describe them. The goal and vision
must be explicitly described.
8. Sustainability
How Volvo expresses their focus on environmental sustainability. Does not include economic and social
sustainability.

USE OF SYMBOLS
“See description above in paper”
1. Iconic car design
The code should be applied when the frame or outline of a car is used. Precisely when the frame or outline is in
focus and it is clear that the camera shot only intends the viewer to see the design. Do not apply this code when the
product shown in the videos is moving in a natural environment.

2. Logotype outline
Use this code when the outline of the logotype, it may not be easily recognizable, especially if the viewer is not yet
familiar with the logotype. The visuals may be incomplete, the lightings may be too dark, the angle of the video may
be difficult, or the car may be moving too fast. However, if the whole outline of the logotype is visible, along with its
color and text, please use code number 4 (Visible logotype).

3. Swedish flag colours

Code applyable when the swedish flag colours (blue and yellow) are used together, in a clear purpose to appeal to
Sweden.

4. Visible logotype
Apply this code where a very clear view of the entire brand logotype is showed. Do not use this code when the
logotype is only hinted. Then, use code 2 ,“logotype outline” instead.

HISTORY IMPORTANT TO IDENTITY

“See description above in paper”
1. Historical mentions
Appropriate to use when Volvo mentions their corporate history. Includes mentions of years and important
milestones.
2. Swedish impact
How Sweden as a country and landscape has impacted the design of Volvo cars.
3. Place of origin
Used when specific locations in Sweden are mentioned as a part of the brand's history. Should not be used when
Sweden as a country is used.
4. Inclusiveness
Appropriate when Volvo mentions inclusiveness as a part of their history. Should not be used when Volvo describes
how they use inclusiveness in the present time, for that please use code 6 (Diversity).

30