ABSTRACT
This chapter makes a distinction between corporate heritage identities and corporate heritage brands. It focuses on the British Monarchy, author insights of pertinence for other corporate heritage identities. However, while the British Monarchy superficially appears to be invariable in identity terms as evinced by the centuries-old acclamation "God save the King", both public and monarch alike are fully cognizant of the fact that today, to draw on marketing parlance, "The customer is King". Heritage identities remain meaningful not only because of their provenance but because of their salience. In terms of the management of corporate heritage identities there is a requirement to marry brand archaeology, a concern with a brand's provenance and historic attractiveness, with brand strategy, marshalling the brand heritage in order to maintain its brand salience and competitive advantage for the future. Heritage identities remain meaningful not only because of their provenance but because of their salience.
