ABSTRACT
Increasingly, corporate marketing scholars and practitioners find the broad corporate heritage territory to be compelling and persuasive. A scrutiny of the business domain reveals the extent to which the corporate heritage notion has progressively captured our emotions and intellects. In 2006 a trio of scholars from England, the USA and Sweden, namely Professor John M. T. Balmer, Professor Stephen A. Greyser and Dr Mats Urde, formally introduced the corporate heritage/corporate heritage brand notion. Their formal introduction of the notion came in the conclusion of a groundbreaking article in the Journal of Brand Management on the Swedish Monarchy as corporate brands. In short, corporate heritage institutions are invested with time: times past, present and future. In part, these organisations and brands are attractive because they are viewed as stable reference points in an increasingly changing world. The advent of the corporate heritage notion was also accompanied by some further conceptualisation of the nature of corporate heritage.
