The purpose of this research project was to explore, investigate, and define heritage as a part of corporate brand identity. The goals were to uncover heritage and to understand better how to activate, nurture, and protect heritage in the process of corporate branding.

We first recognized the value of heritage when we studied monarchies as corporate brands. This led us (Urde, Greyser, and Balmer) to seek and study other brand situations where heritage seems to play an important role and adds value. The approach we used to develop the concept of heritage brands is multiple case design, asking primarily “how?” and “why?” questions. We also used multiple sources of evidence: literature study (broad approach), archival studies, case examples from practice, and interviews.

We found heritage brands to constitute a distinct branding category with its own set of defining criteria and a specific approach for effective management. We described five quantifiable elements that define what we term a brand’s heritage quotient. We also presented our view of the brand stewardship necessary to manage brands with heritage. Our primary focus was on corporate and other organizational heritage brands, but we also refer to the relevance of heritage to product and service branding.

We found heritage brands to constitute a distinct branding category with its own set of defining criteria and a specific approach for effective management.

In retrospect, this research project on heritage and brand identity constitutes a broadening and deepening of our work related to “monarchies as corporate brands”. We went from a relative limited target audience for our findings (constitutional monarchies) to the much broader one of brands with heritage.