ABSTRACT
Corporate brand heritage is an emerging field in the marketing discipline. The particular notion of corporate brand heritage was first articulated in literature regarding the application of corporate marketing theory to the identity of the British Monarchy. This chapter follows methodological principles that are well established for historical research on any topic. The author has also been influenced by scholarship regarding the more specific application of historical methods to the business sector and the discipline of marketing. The particular notion of corporate brand heritage was first articulated in literature regarding the application of corporate marketing theory to the identity of the British Monarchy. The historical approach is similar to research methods employed in the development of business case studies. Both techniques involve the investigation of examples using library or field research that may include interviews, archival documents, ethnography, participant observation, contextual references, and secondary sources.
