Mythical moments in Remington brand history. Issue 1 (1st January 2016)

• Record Type: Journal Article
• Authors: Witkowski, Terrence H.
• Is Part Of: Culture and organization. Volume 22:Issue 1(2016)
• Page Start: 44
• Page End: 66
• Publication Date: 2016-01-01
• Subjects: brand history -- brand myths -- mythical moments -- Remington firearms -- heritage branding -- heritage consumption; Culture -- Periodicals; Organizational sociology -- Periodicals; 302.305
• DOI: 10.1080/14759551.2015.1065831
• Languages: English
• ISSNs: 1475-9551

Abstract

Abstract : To investigate the brand history of Remington firearms, this study introduces and applies a new construct, the 'mythical moment', which is defined as an episode when the course of brand mythmaking quickens and has greater cultural resonance. Three such mythical moments are examined: the Remington founder myth of 1816, the Remington sharpshooter myth of the 1870s, and the mythic world of Remington storefront windows in the early twentieth century. These narrative histories are analyzed in terms of their commonalities and differences, and their implications for processes of heritage branding and brand consumption are discussed.