Challenges in an age of (dis)engagement

The importance of heritage to a brand’s worth has increasingly been noted by marketing scholars. Thus, the ability to understand and measure corporate brand heritage is essential. A number of studies have been conducted related to this concept, but no previous research has suggested a means of operationalizing it. Based on the existing literature, as well as insights from brand managers, this paper outlines an initial framework for the operationalisation of corporate brand heritage. The conceptualisation presented here – comprising four components: history, core values, symbols and vision – will further our understanding of brand heritage, and thereby enhance future empirical investigations on the topic. !