Corporate heritage brand management: Corporate heritage brands versus contemporary corporate brands

Abstract

Holly Cooperresearch interests include sustainable corporate branding, brand heritage and heritage brands. She has published on brand narratives in Psychology and Marketing and has a deep interest in investigating how to recover and advance brand heritage in organisations. Bill Merrileesresearch interests encompass branding (including corporate rebranding and brand morphing) and innovation in various contexts including firms, cities, communities, retailing and franchising. His research has been published internationally

Heritage branding orientation: The case of Ach. Brito and the dynamics between corporate and product heritage brands

“…The nascent field of corporate heritage scholarship has burgeoned recently, not least with a number of important contributions in this journal Urde et al, 2007;Balmer, 2011a;Wiedmann et al, 2011b;Balmer and Chen, 2015;Balmer and Burghausen, 2015b;Bargenda, 2015;Cooper et al, 2015a, b;Rindell et al, 2015;Schroeder et al, 2015; for a recent overview see Balmer and Burghausen, 2015a).…”

Explicating corporate heritage, corporate heritage brands and organisational heritage

“… Australia (Byrom and Lehman 2009;Cooper et al 2015a);  China (Balmer and Chen 2015;Schroeder et al 2015);  France (Bargenda 2015);  Finland (Blombäck and Brunninge, 2009;Hakala et al 2011;Hakala et al 2015);  Germany (Wiedmann et al 2011a(Wiedmann et al , 2011b;  Italy (Rindell et al 2015);  New Zealand (Cooper et al 2015a);  Norway (Urde and Greyser, 2015);  Portugal (Rindell et al 2015);  Sweden Brunninge, 2009, 2013;Blombäck and Scandelius 2013;Urde and Greyser, 2015);  United Kingdom (Balmer 2008(Balmer , 2009(Balmer , 2011aBalmer 2014a, 2015);  US (Hudson 2011; Balmer and Hudson 2013).…”

“…The material and spatial manifestation of corporate heritage through corporate heritage architecture of French financial institutions is the focus of another recent contribution (Bargenda 2015) while Cooper et al (2015a), building on the work of Urde et al (2007), detail the differences between the management of established corporate heritage brands with the management approach of contemporary corporate brands lacking the corporate heritage dimension.…”

“…In this study by Cooper, Merrilees and Miller (2015a) the instrumental management of established corporate heritage brands is compared with the management approach of contemporary corporate brands that do not focus on their corporate heritage. As such, this study empirically expands this conceptual differentiation first articulated by Urde et al (2007).…”

Journal of Brand Management – Year end review 2015

“…The issue further considered: the interlinking of corporate heritage, organisational identity and organisational memory (Balmer and Burghausen, 2015b); corporate heritage brands versus contemporary corporate brands (Cooper et al, 2015a); role of corporate architecture for financial corporate heritage brands (Bargenda, 2015); luxury corporate heritage brands that decline and then achieve restoration (Cooper et al, 2015b); the interconnection between a consumers' corporate image heritage and a company's corporate brand heritage (Rindell et al, 2015). (2015) Building self-brand connections:…”