The Corporate Heritage Brand Development Process: A New Institutional Theory Approach

The paper examines how the concept of corporate heritage brand management develops, based on a comprehensive review of academic literature on the meaning, components and models of corporate heritage brand management. Specifically, the study unearths the developmental processes from a new institutionalism theory perspective. Two important findings emerged. The first finding introduced new mandatory components of corporate brand heritage, namely, craftsmanship, date of inception and product ingredients. The second finding-a new institutional-driven model was advanced to give insight into the corporate heritage brand development process. The findings of this study are useful in guiding managers responsible for corporate branding and corporate communication. It also contributes knowledge by expanding the mandatory components of corporate heritage brand.