Foundations of Corporate Heritage

List of figures

List of tables

List of contributors

Introduction to corporate heritage: foundations and principles

John M. T. Balmer

SECTION 1
Corporate heritage and corporate heritage identities: insights from monarchies

1 Corporate heritage identities, corporate heritage brands and the multiple heritage identities of the British Monarchy

John M. T. Balmer

2 Scrutinising the British Monarchy: the corporate brand that was shaken, stirred and survived

John M. T. Balmer

SECTION 2
Corporate heritage connoisseurship: key concepts and theories

3 Corporate heritage, corporate heritage marketing, and total corporate heritage communications: What are they? What of them?

John M. T. Balmer

4 Repertoires of the corporate past: explanation and framework: introducing an integrated and dynamic perspective

Mario Burghausen and John M. T. Balmer

5 Corporate heritage brands: Mead's theory of the past

Bradford T. Hudson and John M. T. Balmer

SECTION 3
Corporate heritage identity stewardship and corporate heritage tourism brand attractiveness

6 Corporate heritage identity stewardship: a corporate marketing perspective

Mario Burghausen and John M. T. Balmer

7 Corporate heritage tourism brand attractiveness and national identity

John M. T. Balmer and Weifeng Chen

SECTION 4
Corporate heritage and family businesses

8 Contrasting cases of corporate heritage-in-use: vibrant versus latent approaches

Dale Miller, Bill Merrilees and Holly Cooper

9 Family heritage in corporate heritage branding: opportunities and risks

Olof Brunninge

SECTION 5
Corporate heritage image, management and inheritance

10 Approaches to corporate heritage brand management: the cases of Cunard and Ritz Carlton

Bradford T. Hudson

11 Corporate heritage or corporate inheritance: a French perspective

Fabien Pecot and Virginie de Barnier

12 Corporate image heritage: a customer view of corporate heritage

Anne Rindell

Index

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• Vendas e marketing
• Economia comportamental

Corporate Brand Heritage;Brand Identity;Corporate Heritage;Brand Management;Corporate Identity Heritage;Brand Building;Family Business Field;Marketing;Vice Versa;Branding;Corporate Brand;Reputation Management;Heritage Brands;Image Management;Multiple Role Identities;John M. T. Balmer;Shepherd Neame;Mario Burghausen;Corporate Marketing;Bradford T. Hudson;Heritage Notion;Weifeng Chen;Heritage Stewardship;Dale Miller;Heritage Identity;Bill Merrilees;British Monarchy;Holly Cooper;Canadian Tire;Olof Brunninge;Sew;Anne Rindell;Ritz Carlton Brand;Fabien Pecot;Corporate Past;Virginie de Barnier;Mythical Heritage;Trait Constancy;Ritz Carlton Hotel;Corporate Level Marketing;Francophone Perspective;Corporate Provenance;Traditional Chinese Medicine