Brand heritage: The past in the service of brand management

Abstract

Patrimoine de marque : le passé au service du management de la marque. Recherche et Applications en Marketing (French Edition), 32(4), pp. 77-96. Résumé Chercheurs et praticiens parlent de patrimoine de marque sans que le sens et la distinction avec les concepts proches soient tout à fait clairs. À travers une revue de la littérature multidisciplinaire, cet article distingue le patrimoine de marque des concepts d'héritage, de rétro, de nostalgie ou d'authenticité. Il le définit comme une construction dynamique à partir d'un passé hérité ou emprunté, mise au service de l'identité de la marque, et destinée à être transmis. Onze propositions de recherches sont rassemblées dans un cadre intégrateur ouvrant la voie à des recherches futures et contribuant à la recherche sur la gestion de marque et la place des consommateurs dans la création de valeur. Mots clés : patrimoine de marque, passé, héritage de marque, nostalgie, authenticité, capital marque, management de la marque.

Cognitive outcomes of brand heritage: A signaling perspective

“…Existing research on marketing and organizational behavior recognizes that stories and myths are based on confusions (Adorisio, 2014;Brown et al, 2013). However, in adapting the concept of heritage to brand management, it is suggested that brand heritage clarifies the past and enhances its identity (Lowenthal, 2015;Pecot and De Barnier, 2017;Urde et al, 2007). Consequently, although it does not have a strong temporal dimension, we still expect clarity to mediate the effect of brand heritage on brand credibility.…”

‘Do not expect me to stay quiet’: Challenges in managing a historical strategic resource

“…In recent decades, however, scholars have shown greater interest in instrumental and subjective uses of the past (Lowenthal, 1998; Rowlinson & Hassard, 1993). From this perspective, organizations are seen as using the past as a resource (Rowlinson et al, 2014) to develop their brand or corporate heritage (for a review, see Pecot & De Barnier, 2017). A seminal article on corporate heritage brands by Balmer, Greyser and Urde (2006) was based on a study of monarchies and explored core precepts of corporate brand management.…”

Brand narratives: Content and consequences among heritage brands

“…Thus, we expect that: A few more story elements are omitted here, although they have been identified in the literature on storytelling and/or heritage. For example, heritage research emphasizes the importance of symbols (Pecot & De Barnier, 2017;Rose et al, 2017), that are not included here because they represent visual rather than verbal elements.…”