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.