Heritage is increasingly recognised as a significant corporate concern, with corporate heritage brands and identities often forming an important part of a nation's patrimony. Foundations of Corporate Heritage explains the principles, processes, strategic significance – and challenges – of corporate heritage formation and management. This scholarly but accessible anthology includes seminal articles on the territory and also includes five new contributions with questions for study and reflection with students on executive/taught courses in mind.
With contributions from the leading international experts in corporate heritage, this book examines the research foundations of the area and applications in practice. It will be important supplementary reading for students, practitioners and specialists in corporate marketing brand management and marketing communications, as well as tourism, hospitality and heritage studies.
List of figures
List of tables
List of contributors
Introduction to corporate heritage: foundations and principles
John M. T. Balmer
SECTION 1
Corporate heritage and corporate heritage identities: insights from monarchies
1 Corporate heritage identities, corporate heritage brands and the multiple heritage identities of the British Monarchy
John M. T. Balmer
2 Scrutinising the British Monarchy: the corporate brand that was shaken, stirred and survived
John M. T. Balmer
SECTION 2
Corporate heritage connoisseurship: key concepts and theories
3 Corporate heritage, corporate heritage marketing, and total corporate heritage communications: What are they? What of them?
John M. T. Balmer
4 Repertoires of the corporate past: explanation and framework: introducing an integrated and dynamic perspective
Mario Burghausen and John M. T. Balmer
5 Corporate heritage brands: Mead’s theory of the past
Bradford T. Hudson and John M. T. Balmer
SECTION 3
Corporate heritage identity stewardship and corporate heritage tourism brand attractiveness
6 Corporate heritage identity stewardship: a corporate marketing perspective
Mario Burghausen and John M. T. Balmer
7 Corporate heritage tourism brand attractiveness and national identity
John M. T. Balmer and Weifeng Chen
SECTION 4
Corporate heritage and family businesses
8 Contrasting cases of corporate heritage-in-use: vibrant versus latent approaches
Dale Miller, Bill Merrilees and Holly Cooper
9 Family heritage in corporate heritage branding: opportunities and risks
Olof Brunninge
SECTION 5
Corporate heritage image, management and inheritance
10 Approaches to corporate heritage brand management: the cases of Cunard and Ritz Carlton
Bradford T. Hudson
11 Corporate heritage or corporate inheritance: a French perspective
Fabien Pecot and Virginie de Barnier
12 Corporate image heritage: a customer view of corporate heritage
Anne Rindell
Index
Biography
John M. T. Balmer is Professor of Corporate Marketing at Brunel University Business School London; quondam Professor of Corporate Brand/Identity Management at Bradford University School of Management. He is credited with formally introducing the corporate brand and corporate marketing concepts and co-created the corporate heritage brand concept with Professors Greyser and Urde. His work has been published in leading academic journals. He took his PhD from Strathclyde University in 1996 and his first professorial appointment dates back to 1999 when he was elected to a named chair as Professor of Corporate Identity at Bradford School of Management. Subsequently, he was conferred the title of Professor of Corporate Brand/Identity Management in the same institution in recognition of his pioneering scholarship in these fields. In 2007, he was appointed to a personal chair at Brunel University London where he was bestowed the title Professor of Corporate Marketing. These professorial appointments are understood to be the first of their kind. In 2011 he established the International Corporate Heritage Symposium and is its Chairman and Conference Organiser. In 1994 he founded the International Corporate Identity Group (ICIG) and is its Chairman. He is the Director of the Marketing and Corporate Brand Research Group at Brunel University London.
This pioneering volume explores the corporate heritage brand concept from its inception. The articles and Balmer’s penetrating commentary provide insights for both managerial and academic audiences interested in advancing their knowledge and understanding of brands. It treats the identification of an organization’s brand heritage, how to harness and apply it, and its continued stewardship. The contents encompass heritage in corporate and non-profit entities across different cultures, eras, and industry settings – from monarchies to hotels, from breweries to medicine shops. Balmer, himself a co-creator of "corporate heritage brands", is the most appropriate guide to offer these collected foundations on the nature, value, and use of the concept.
Stephen A. Greyser, Richard P. Chapman Professor Emeritus, Harvard Business School (co-creator, "corporate heritage brands") USA.
Undoubtedly some of richest and most meaningful brands around, corporate heritage brands can also be the most challenging to fully understand and manage. In this scholarly tour de force, John Balmer assembles a fascinating collection of readings notable for their deep insight and sharp practical value.
Kevin Lane Keller, Tuck School of Business, Dartmouth College, USA.
Corporate heritage plays an increasingly significant role in contemporary marketing brandscapes. Representing a type of "living history," heritage brands symbolise continuity as well as awakening nostalgia for times past. This compendium pulls together the most important international scholarship on corporate brand heritage and is a must-read for all those researching and working in this area.
Pauline MacLaran, Professor of Marketing and Consumer Research, Royal Holloway, University of London, UK.
