Foundations of Corporate Heritage / Edition 1

by John Balmer

Overview

Heritage is a significant concern of many countries and sectors; identity is arguably the biggest concern of corporate brand experts. This new text is the first to incorporate both aspects by defining the exciting new area of corporate heritage.

Corporate Heritage as a subdiscipline celebrates and explicates the importance of corporate institutions as conduits of heritage, as well as exploring heritage from strategic and marketing perspectives as a quality which adds value.

The book includes contributions from the leading international experts in corporate heritage, examining the research foundations of the area and applications in practice. It will be important supplementary reading for students and specialists in brand management and marketing communications, as well as tourism and hospitality.

Product Details

ISBN-13:	9781138833555
Publisher:	Taylor & Francis
Publication date:	03/14/2017
Pages:	346
Product dimensions:	6.12(w) x 9.19(h) x (d)

About the Author

John Balmer is Professor of Corporate Marketing at Brunel Business School, UK.

Table of Contents

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

Editorial Reviews

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.

From the Publisher