Corporate Heritage


Corporate Heritage and Corporate Heritage Brands/Identities, Special issue of Journal of Brand Management, Edited by John M. T. Balmer and Mario Burghausen; Deadline 31 Jan 2014

Call for Papers for a Special Issue of

Journal of Brand Management

Corporate heritage and corporate heritage brands/identities

Special Issue Guest Editors

Professor John M.T. Balmer, Brunel University, London, UK
Mario Burghausen, Brunel University, London, UK

The Journal of Brand Management (JBM) announces a special issue focusing on corporate heritage and corporate heritage brands and identities. Over the last fi ve years or more, there has been increased academic and practitioner interest in the notion of corporate heritage as applied to corporate brands and identities. The Journal of Brand Management has an enviable provenance in terms of seminal output in the territory. Balmer, Greyser and Urde (2006) in a study of monarchies articulated some core precepts of corporate brand management and, building on these foundations, a seminal article on corporate heritage brands followed a year later by Urde, Greyser and Balmer (2007). Since then, there has been burgeoning interest in the area as the work of, for example, Balmer (2009); Blombäck and Brunninge (2009); Balmer (2011a); Wiedmann et al. (2011a; 2011b); Foster et al. (2011); Morley and McMahon (2011); Hakala, Lätti and Sandberg (2011); Micelotta and Raynard (2011); Hudson (2011) testifi es. More recently, the notion of corporate heritage identities has come to the fore (Balmer 2011b) and our call for papers welcomes corporate branding and corporate identity perspectives on the territory.

A major objective of this special edition is to examine – and to advance – what we believe to be an important and emerging area in greater detail.

The Guest Editors welcome a wide variety of rigorous and thoughtful articles covering the above including those derived from empirical research (qualitative, quantitative and case study research), conceptual articles, literature reviews and so on. All papers should endeavour to draw upon and synthesise the extant literature on the territory and may also fi nd utility in marshalling the corporate marketing literature.

Suitable topics for this special edition include (but are not limited to) the following:

  • What are the extant and/or potential theories within marketing, brand/corporate communication, management, sociology, economic, psychology, cultural or other areas that are pertinent to our comprehension of Corporate Heritage and Corporate Heritage Brands/identities?
  • How can Corporate Heritage Brands/identities be managed and nurtured and by whom plus what are some of the challenges faced?
  • How can Corporate Heritage Brands/identities be measured and/or benchmarked in management terms?
  • What is the role of stakeholder theory vis-à-vis Corporate Heritage Brands/identities and how and why are Corporate
  • Heritage Brands/Identities relevant for different stakeholder groups?
  • How do Corporate Heritage Brands/identities enhance corporate brand equity?
  • What are the differences and similarities between product/service-level Heritage Brands and Corporate Heritage Brands?
  • Drawing on the literatures – what should be the research agenda re Corporate Heritage Brands/identities?
  • What is the relevance of ‘authenticity’ for Corporate Heritage Brands/Identities?
  • What are the conceptual and pragmatic links between Corporate Heritage and Corporate Reputations?
  • What are internal and external factors/conditions that impinge on the strategic salience of Corporate Heritage Brands/Identities?
  • What are the interdependencies between Corporate Heritage Brands/Identities and Cultural Heritage at the local, regional, national or global level?
  • How and under what conditions becomes Corporate Heritage salient as a strategic resource for Corporate Brand/Identity Management?
  • What are the differences between regions, markets, industry sectors in regard to the relevance/success of Corporate Heritage Brands/Identities?
  • How and why do Corporate Heritage Brands/Identities change/need to change?
  • How are Corporate Heritage Brands/Identities communicated and enacted?
  • What is the relevance and main issues relating to Corporate Social Responsibility (CSR) and Corporate Heritage Brands/Identities?

Submission Guidelines and Important Dates

Articles should not have been published elsewhere and should not be under consideration for publication in another journal.

  • Papers may be submitted to the special issue any time before January 31st, 2014.
  • Follow the JBM formatting guidelines at:
  • Submit using the JBM online submission system at and ensure you select ‘Special Issue Article’ for the manuscript type on the fi rst screen after clicking submit, and select Special Issue “Corporate heritage and corporate heritage brands/identities” from the drop down box on the’ Keywords, Categories, Special Sections’ tab during your submission.

All papers will first be considered by the Guest Editors in terms of their suitability for this special edition and if found suitable will then undergo a double-blind reviewing process.

Please address any inquiries relating to the special edition to the Guest Editors c/o Mario Burghausen at Brunel Business School, London on:


Balmer, J. M. T. (2009) Scrutinising the British monarchy: the corporate brand that was shaken, stirred and survived. Management Decision 47(4): 639–675.

Balmer, J. M. T. (2011a) Corporate heritage brands and the precepts of corporate heritage brand management: insights from the British Monarchy on the eve of the royal wedding of Prince William (April 2011) and Queen Elizabeth II’s Diamond Jubilee (1952–2012). Journal of Brand Management 18(8): 517–544.

Balmer, J. M. T. (2011b) Corporate heritage identities, corporate heritage brands and the multiple heritage identities of the British Monarchy. European Journal of Marketing 45(9/10): 1380–1398.

Balmer, J. M. T., Greyser, S. A. and Urde, M. (2006) The Crown as a corporate brand: insights from monarchies. Journal of Brand Management 14(1/2): 137–161.

Blombäck, A. and Brunninge, O. (2009) Corporate identity manifested through historical references. Corporate Communications: An International Journal 14(4): 404–419.

Foster, W. M., Suddaby, R., Minkus, A. and Wiebe, E. (2011) History as social memory assets: the example of Tim Hortons. Management and Organizational History 6(1): 101–120.

Hakala, U., Lätti, S. and Sandberg, B. (2011) Operationalising brand heritage and cultural heritage. Journal of Product & Brand Management 20(6): 447–456.

Hudson, B. T. (2011) Brand heritage and the renaissance of Cunard. European Journal of Marketing 45(9/10): 1538–1556.

Micelotta, E. R. and Raynard, M. (2011) Concealing or revealing the family? Corporate brand identity strategies in family firms. Family Business Review 24(3): 197–216.

Morley, J. and McMahon, K. (2011) Innovation, interaction, and inclusion: heritage luxury brands in collusion with the consumer. In: Fashion and Luxury: Between Heritage and Innovation. Proceedings of the 13th Annual Conference for the International Foundation of Fashion Technology Institutes; 11–16 April 2011, Paris. Paris: Institut Français de la Mode, pp. 69–78,, accessed 23 November 2012.

Urde, M., Greyser, S. A. and Balmer, J. M. T. (2007) Corporate brands with a heritage. Journal of Brand Management 15(1): 4–19.

Wiedmann, K.-P., Hennigs, N., Schmidt, S. and Wuestefeld, T. (2011a) The importance of brand heritage as a key performance driver in marketing management. Journal of Brand Management 19(3): 182–194.

Wiedmann, K.-P., Hennigs, N., Schmidt, S. and Wuestefeld, T. (2011b) Drivers and outcomes of brand heritage: consumers’ perception of heritage brands in the automotive industry. The Journal of Marketing Theory and Practice 19(2): 205–220.

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