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Corporate heritage brand management: Corporate heritage brands versus contemporary corporate brands

Abstract

Corporate heritage brands as a symbol of the past, present and future, represent an interesting and potentially valuable source of information on how brands can endure. Corporate heritage brands require a specific brand management approach. The current study contrasts corporate heritage brand management across two corporate brand types. The methods of data collection are based on historical research and contemporary semi-structured interviews. A major contribution of the article is the identification of several core differences in how each type manages corporate heritage. The study offers an approach to corporate heritage brand management. The proposed four-proposition conceptual framework to guide corporate heritage brand management addresses brand essence creation, brand continuity, brand protection and brand renewal.

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Correspondence to Bill Merrilees.

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1research interests include sustainable corporate branding, brand heritage and heritage brands. She has published on brand narratives in Psychology and Marketing and has a deep interest in investigating how to recover and advance brand heritage in organisations.

2research interests encompass branding (including corporate rebranding and brand morphing) and innovation in various contexts including firms, cities, communities, retailing and franchising. His research has been published internationally including in the European Journal of Marketing, Journal of Business Research, Industrial Marketing Management, Journal of Advertising Research and Journal of Strategic Marketing.

3research spans various branding domains including corporate rebranding, corporate branding, cities, communities, retailing, and not-for-profit branding and sustainable business. She has published widely, including in the Journal of Business Research, European Journal of Marketing, Long Range Planning, Journal of Retailing and Consumer Services and the Journal of Historical Research in Marketing.

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Cooper, H., Merrilees, B. & Miller, D. Corporate heritage brand management: Corporate heritage brands versus contemporary corporate brands. J Brand Manag 22, 412–430 (2015). https://doi.org/10.1057/bm.2015.17

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  • DOI: https://doi.org/10.1057/bm.2015.17

Keywords

  • corporate heritage brands
  • corporate heritage
  • corporate brand management
  • endurance
  • longevity