Building corporate brand heritage: towards an operationalisation of the concept

Abstract

<p> The importance of heritage to a brand’s worth has increasingly been noted by marketing scholars.<br /> Thus, the ability to understand and measure corporate brand heritage is essential. A number of<br /> studies have been conducted related to this concept, but no previous research has suggested a<br /> means of operationalizing it. Based on the existing literature, as well as insights from brand<br /> managers, this paper outlines an initial framework for the operationalisation of corporate brand<br /> heritage. The conceptualisation presented here – comprising four components: history, core values,<br /> symbols and vision – will further our understanding of brand heritage, and thereby enhance future<br /> empirical investigations on the topic. !</p>