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| Author: | Balmer, J. M.T. |
| Title: | Commentary. Corporate heritage identities, corporate heritage brands and the multiple heritage identities of the British Monarchy |
| Journal: | European Journal of Marketing
2011 : VOL. 45:9/10, p. 1380-1398 |
| Index terms: | COMPANIES brands image change UNITED KINGDOM Sweden |
| Freeterms: | heritage identity |
| Language: | eng |
| Abstract: | The purpose of the article is to explore the nature of corporate heritage identities. The article is based on a case study that uses literature review and desktop research of the British Monarchy and collaborative study on the Swedish Monarchy. The study suggests that relative invariance is significant since it declares why heritage identities appear to remain the same and yet have changed. It is found that heritage identities develop new identities over time and thus they can become associated with places, cultures, time frames and new institutional role identities. |
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