ABSTRACT

This chapter explores the strengths and weaknesses of addressing family heritage in the context of corporate heritage. Drawing on corporate heritage literature as well as on research from the family business field, and starts with a discussion on family firms in general and corporate heritage branding in such firms in particular. Many family firms try to capitalise on the close linkage between family and firm by consciously including family heritage in the heritage branding of their business. The chapter discusses both opportunities and risks of doing so. Despite all potential advantages of corporate heritage communications, addressing heritage also entails risks, if for instance corporate heritage is contested or its negative aspects are uncovered. The distinctive characteristics of family firms have various consequences for corporate heritage branding. The finding that values are often in focus when family firms include family heritage in corporate heritage branding is well in line with the findings of both corporate heritage research and family business studies.