Skip to main content
SpringerLink
Log in

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

  • Original Article
  • Published:
Journal of Brand Management Aims and scope Submit manuscript

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.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Similar content being viewed by others

References

  • Aaker, D. (2004) Leveraging the corporate brand. California Management Review 46 (3): 6–18.

    Article  Google Scholar 

  • Alexander, N. (2009) Brand authentication: Creating and maintaining brand auras. European Journal of Marketing 48 (3/4): 551–562.

    Article  Google Scholar 

  • Balmer, J.M.T. (2009) Scrutinising the British monarchy: The corporate brand that was shaken, stirred and survived. Management Decision 47 (4): 639–675.

    Article  Google Scholar 

  • Balmer, J.M.T. (2011a) Corporate heritage brands and the precepts of corporate heritage brand management: Insights from the British Monarchy on the eve of the royal wedding of Prince William (April 2011) and Queen Elizabeth II’s Diamond Jubilee (1952–2012). Journal of Brand Management 18 (8): 517–544.

    Article  Google Scholar 

  • Balmer, J.M.T. (2011b) Corporate heritage identities, corporate heritage brands and the multiple heritage identities of the British Monarchy. European Journal of Marketing 45 (9/10): 1380–1398.

    Article  Google Scholar 

  • Balmer, J.M.T. (2013) Corporate heritage, corporate heritage marketing, and total corporate heritage communications. Corporate Communications: An International Journal 18 (3): 290–326.

    Article  Google Scholar 

  • Balmer, J.M.T., Greyser, S.A. and Urde, M. (2006) The Crown as a corporate brand: Insights from monarchies. Journal of Brand Management 14 (1/2): 137–161.

    Article  Google Scholar 

  • Beverland, M. (2005) Crafting brand authenticity: The case of luxury wines. The Journal of Management Studies 42 (5): 1003–1029.

    Article  Google Scholar 

  • Beverland, M. (2006) The ‘real thing’: Branding authenticity in the luxury wine trade. Journal of Business Research 59 (2): 251–258.

    Article  Google Scholar 

  • Beverland, M. and Farrelly, F. (2010) The quest for authenticity in consumption: Consumers’ purposive choice of authentic cues to shape experienced outcomes. Journal of Consumer Research 36 (5): 838–856.

    Article  Google Scholar 

  • Bharadwaj, S.G., Varadarajan, P.R. and Fahy, J. (1993) Sustainable competitive advantage in service industries: A conceptual model and research propositions. Journal of Marketing 57 (4): 83–99.

    Article  Google Scholar 

  • Blombläck, A. and Brunninge, O. (2009) Corporate identity manifested through historical references. Corporate Communications: An International Journal 14 (4): 404–419.

    Article  Google Scholar 

  • Blombläck, A. and Brunninge, O. (2013) The dual opening to brand heritage in family businesses. Corporate Communications: An International Journal 18 (3): 327–346.

    Article  Google Scholar 

  • Braun, V. and Clarke, V. (2006) Using thematic analysis in psychology. Qualitative Research in Psychology 3 (2): 77–101.

    Article  Google Scholar 

  • Burghausen, M. and Balmer, J. (2014a) Repertoires of the corporate past: Explanation and framework. Introducing an integrated and dynamic perspective. Corporate Communications: An International Journal 19 (4): 384–402.

    Article  Google Scholar 

  • Burghausen, M. and Balmer, J. (2014b) Corporate heritage identity management and multi-modal implementation of a corporate heritage identity. Journal of Business Research 67 (11): 2311–2323.

    Article  Google Scholar 

  • Burt, S., Dawson, J. and Sparks, L. (2003) Failure in international retailing: Research propositions. The International Review of Retail, Distribution and Consumer Research 13 (4): 355–373.

    Article  Google Scholar 

  • Creswell, J. and Miller, D. (2000) Determining validity in qualitative inquiry. Theory Into Practice 39 (3): 124–130.

    Article  Google Scholar 

  • de Chernatony, L. and Dall’Olmo Riley, F. (1998) Modelling the components of the brand. European Journal of Marketing 32 (11/12): 1074–1090.

    Article  Google Scholar 

  • de Chernatony, L. and Segal-Horn, S. (2003) The criteria for successful service brands. European Journal Marketing 40 (5/6): 611–633.

    Article  Google Scholar 

  • Eisenhardt, K. (1989) Building theories from case study research. Academy of Management Review 14 (4): 532–550.

    Google Scholar 

  • Eisenhardt, K. (1991) Better stories and better constructs: The case for rigor and comparative logic. Academy of Management Review 16 (3): 620–627.

    Google Scholar 

  • Fontana, A. and Frey, J.H. (1994) Interviewing: The art of science. In: N.K. Denzin and Y.S. Lincoln (eds.) Handbook of Qualitative Research. Thousand Oaks, CA: Sage, pp. 361–376.

    Google Scholar 

  • Foster, W.M., Suddaby, R., Minkus, A. and Wiebe, E. (2011) History as social memory assets: The example of Tim Hortons. Management and Organizational History 6 (1): 101–120.

    Article  Google Scholar 

  • Greyser, S.A., Balmer, J.M.T. and Urde, M. (2006) The monarchy as a corporate brand: Some corporate communications dimensions. European Journal of Marketing 40 (7/8): 902–908.

    Article  Google Scholar 

  • Hudson, B.T. (2011) Brand heritage and the renaissance of Cunard. European Journal of Marketing 45 (9/10): 1538–1556.

    Article  Google Scholar 

  • Hudson, B.T. and Balmer, J.M.T. (2013) Corporate heritage brands: Mead’s theory of the past. Corporate Communications: An International Journal 18 (3): 347–361.

    Article  Google Scholar 

  • Kohli, A.K. and Jaworski, B.J. (1990) Market orientation: The construct, research propositions and managerial implications. Journal of Marketing 54 (2): 1–18.

    Article  Google Scholar 

  • Leigh, T.W., Peters, C. and Shelton, J. (2006) The consumer quest for authenticity: The multiplicity of meanings within the MG subculture of consumption. Academy of Marketing Science 34 (4): 481–493.

    Article  Google Scholar 

  • Merrilees, B. (2014) Personal communication, April. England.

  • Merrilees, B. and Miller, D. (2008) Principles of corporate rebranding. European Journal of Marketing 42 (5/6): 537–552.

    Article  Google Scholar 

  • Moore, C.M. and Birtwistle, G. (2004) The Burberry business model: Creating an international luxury fashion brand. International Journal of Retail and Distribution Management 32 (8): 412–422.

    Article  Google Scholar 

  • Patton, M. (2002) Qualitative Research and Evaluation Methods. Thousand Oaks, CA: Sage.

    Google Scholar 

  • Urde, M. (2003) Core value-based corporate brand building. European Journal of Marketing 37 (7/8): 1017–1040.

    Article  Google Scholar 

  • Urde, M., Greyser, S.A. and Balmer, J.M.T. (2007) Corporate brands with a heritage. Journal of Brand Management 15 (1): 4–9.

    Article  Google Scholar 

  • Wiedmann, K.P., Hennigs, N., Schmidt, S. and Wuestefeld, T. (2011a) Drivers and outcomes of brand heritage: Consumers’ perception of heritage brands in the automotive industry. Journal of Marketing 19 (2): 205–220.

    Google Scholar 

  • Wiedmann, K.P., Hennigs, N., Schmidt, S. and Wuestefeld, T. (2011b) The importance of brand heritage as a key performance driver in marketing management. Journal of Brand Management 19 (3): 182–194.

    Article  Google Scholar 

  • Yin, R.K. (2009) Case Study Research Design and Methods, 4th edn. Thousand Oaks, CA: Sage.

    Google Scholar 

  • Young, R. (2010) Guardians of history: At Christian Dior. The New York Times 8 November, http://www.nytimes.com/2010/11/09/fashion/09iht-rdior.html?ref=fashion, accessed 1 October 2014.

Download references

Author information

Authors and Affiliations

  1. Department of Marketing, Department of Marketing, Griffith University, Gold Coast Campus, Gold Coast, 4222, Queensland, Australia

    Holly Cooper, Bill Merrilees & Dale Miller

Authors
  1. Holly Cooper
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Bill Merrilees
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Dale Miller
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Bill Merrilees.

Additional information

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.

Rights and permissions

Reprints and permissions

About this article

Check for updates. Verify currency and authenticity via CrossMark

Cite this article

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

Download citation

  • Received:

  • Revised:

  • Published:

  • Issue Date:

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

Keywords

Search

Navigation