List of figures List of tables List of contributors Introduction to corporate heritage: foundations and principles John M. T. Balmer SECTION 1 Corporate heritage and corporate heritage identities: insights from monarchies 1 Corporate heritage identities, corporate heritage brands and the multiple heritage identities of the British Monarchy John M. T. Balmer 2 Scrutinising the British Monarchy: the corporate brand that was shaken, stirred and survived John M. T. Balmer SECTION 2 Corporate heritage connoisseurship: key concepts and theories 3 Corporate heritage, corporate heritage marketing, and total corporate heritage communications: What are they? What of them? John M. T.

Balmer 4 Repertoires of the corporate past: explanation and framework: introducing an integrated and dynamic perspective Mario Burghausen and John M. T. Balmer 5 Corporate heritage brands: Mead's theory of the past Bradford T. Hudson and John M. T. Balmer SECTION 3 Corporate heritage identity stewardship and corporate heritage tourism brand attractiveness 6 Corporate heritage identity stewardship: a corporate marketing perspective Mario Burghausen and John M. T. Balmer 7 Corporate heritage tourism brand attractiveness and national identity John M.

T. Balmer and Weifeng Chen SECTION 4 Corporate heritage and family businesses 8 Contrasting cases of corporate heritage-in-use: vibrant versus latent approaches Dale Miller, Bill Merrilees and Holly Cooper 9 Family heritage in corporate heritage branding: opportunities and risks Olof Brunninge SECTION 5 Corporate heritage image, management and inheritance 10 Approaches to corporate heritage brand management: the cases of Cunard and Ritz Carlton Bradford T. Hudson 11 Corporate heritage or corporate inheritance: a French perspective Fabien Pecot and Virginie de Barnier 12 Corporate image heritage: a customer view of corporate heritage Anne Rindell Index.