ABSTRACT
Interest in the concept of corporate heritage brands dates back to the work of a triumvirate of scholars, who first identified the notion and articulated some of the key characteristics of the corporate heritage brand construct via their scrutiny of monarchies as corporate brands. This chapter describes the sociological perspectives of the past articulated by Maines et al. and Mead is applied to the corporate heritage brand construct. Corporate brand heritage is an approach to corporate marketing that involves reference to the past. It encourages the engagement of consumers with the history of the brand, or the engagement of consumers with history through the brand. The corporate brand heritage concept encompasses a wide variety of historical references in contemporary corporate marketing, including interpretations and faux applications, provided that they relate to the brand and support the process of identity definition.
