ABSTRACT
When balancing the past and the future of a corporate brand, some managers will think about their firm’s heritage. Brand heritage exists at the corporate level, but in many organizations, product brands have a heritage of their own. This corporate-product brand divide is particularly salient in the marketing literature on brand heritage, with two distinct streams, each looking at one level. With a view to presenting a clear overview to scholars, this chapter offers a literature review of brand heritage at the product and at the corporate brand levels. Both sections follow a similar structure and examine the definition of brand heritage, its management, and its effects. This parallel literature review shows that both streams are interested in the broader question of permanence in brand management. I therefore identify six areas for their cross-fertilization. This can specifically lead to new research around the quantification of corporate brand heritage principles, and towards a more focused approach of the co-creation processes at play in product brand heritage research. The conclusion is in the form of a call for more collaborations between product brand and corporate brand scholars in order to advance brand management research.
