Brand Heritage Institute invites authors to submit manuscripts for consideration by Brand Heritage Review.


"Brand heritage is an emerging concept within the marketing discipline, which suggests that the historical status of older companies is often explicitly linked to their brand identity and consumer appeal. Although brand heritage is activated in the present as a contemporary marketing strategy, it refers inherently to the past. The history of a company and the history of its engagement with consumers are important elements in understanding the appeal of older brands. As such, history is not only embedded in brand heritage as a value proposition, but also constitutes an important research methodology for identifying and analyzing brand heritage." (Hudson, 2011)

Focus and scope

Brand Heritage Institute extends the brand heritage concept to potentially anything and everything at the intersection of marketing and history. This encompasses the marketing of history, the history of marketing, business and economic history, consumer culture related to history, and connoisseurship for historic brands. We are interested in both academic theory and practical application related to these topics.


BHI defines ‘marketing’ broadly to encompass competitive strategy, consumer behavior, positioning, segmentation, branding, brand equity, brand management, market research, new product development, design, pricing, distribution (including retailing and digital distribution), services marketing (including service operations and experiences), and communications (including advertising, promotion, public relations, product placement, events and sponsorships, digital and social media, content marketing, and interpersonal selling). It also encompasses entrepreneurship and the marketing aspects of finance (including forecasting and valuation). The essence of all these elements is the creation of value and wealth derived from the exchange of products and services in the present and future.


BHI defines ‘history’ broadly to encompass traditional historical research and narrative, events that occurred or conditions that existed in the past, the process of change over time, temporality, retrospection and nostalgia, personal and collective memory, genealogy, origination and authenticity, faux heritage and historical fiction, historical fantasy and utopianism, collecting and antiquarianism, archiving and preservation, artifacts and museums, and archaeology. The essence of all these elements is the creation of meaning and identity derived from the interplay of the past and present.

Every paper must somehow include elements of both marketing and history. Manuscripts that include only one of these dimensions will be rejected. Examples of unacceptable topics include a study of wealth distribution during the Gilded Age without any reference to marketing, or a study of current advertising at Starbucks without any reference to its history. The specific interdisciplinary approach, the major-minor emphasis, the particular elements chosen from the definitions above, and the exact proportions of these elements may vary.

Brand Heritage Review


Brand Heritage Review (BHR) publishes scholarly journalism about topics at the intersection of marketing and history. The following author guidelines apply:

BHR is intended for a crossover audience of academics who are interested in business practice, industry practitioners who are interested in research insights and the application of theory, and members of the general public who are interested in such topics.


BHR publishes essays, memoirs, opinion pieces, and news briefs.


Potential authors can benchmark against a variety of publications including academic management reviews (such as Harvard Business Review or Sloan Management Review), popular business magazines (such as Forbes or Fortune), magazines of current events and opinion (such as Atlantic or New Yorker), or magazines of history and culture (such as American Heritage or Smithsonian).


No formal citations, references, or bibliographies are required or allowed. There are no endnotes, footnotes, or inline citations. Authors may embed a limited number of references within the text in manner similar to journalism (such as "The topic of brand heritage has been explored by Bradford Hudson at Boston College, who suggests..."). Essays based on research may include a brief summary of methods and sources within a separate textbox entitled ‘About the Research’ (maximum length 200 words).


All submissions are subject to editorial review and approval. BHR is not peer-reviewed.


Business practitioners and journalists are welcome to submit.


The recommended length is 1,500 words and the length limit is 3,000 words.

Submissions to Brand Heritage Review have legitimacy and value under the latest accreditation standards of the Association to Advance Collegiate Schools of Business (AACSB). Although BHR is not peer reviewed, it does support “academic and professional engagement” as specified in Eligibility Procedures and Accreditation Standards for Business Accreditation (revised 1 July 2018). Articles and other contributions may qualify under a variety of “impact metric” categories (Appendix 1). Authors should consult their home institutions for guidance or assurances regarding such qualification.

Brand Heritage Review has been recognized by the Library of Congress and assigned the International Standard Serial Number (ISSN) 2641-7553. It is currently listed in WorldCat, the leading online catalog for librarians. When eligible based on an established record of publication, the editors intend to pursue content distribution in digital databases (such as ProQuest and JSTOR). BHR is not peer reviewed and therefore is not eligible for inclusion in the Web of Science from Clarivate Analytics (formerly Thomson).


Prior Literature

Scholars who would like to understand the prior literature on topics related to brand heritage are directed to the following representative articles and their references (listed in sequence of publication):


Urde, M., Greyser, S.A. and Balmer, J.M.T. (2007) “Corporate Brands with a Heritage.” Journal of Brand Management, Volume 15, Number 1, pages 4-19. This is the foundational article in the field of brand heritage.


Hudson, B.T. (2011) “Brand Heritage and the Renaissance of Cunard.” European Journal of Marketing, Volume 45, Issue 9/10, pages 1538-56. This article provides a detailed case study of brand heritage in practice, and also explains the conceptual linkages between marketing and history.


Hudson, B.T. and Balmer, J.M.T. (2013) “Corporate Heritage Brands: Mead's Theory of the Past.” Corporate Communications, Volume 18, Issue 3, pages 347-61. This article explains the psychological motivations related to brand heritage, and provides a conceptual model to unify a variety of related ideas such as authenticity and nostalgia.


Balmer, J.M.T. and Burghausen, M. (2015) “Explicating Corporate Heritage, Corporate Heritage Brands and Organisational Heritage.” Journal of Brand Management, Volume 22, Number 5, pages 364–384. This article provides a literature review and integrative summary of publications influenced by Urde et al (2007) during the decade thereafter.

Two articles cited above (Balmer & Burghausen, 2015; Urde, Greyser & Balmer, 2007) make distinctions between “corporate brands with a heritage” (any historic brand) and “corporate heritage brands” (brands that emphasize heritage in their strategic position). These articles also make a distinction between “product brands” and “corporate brands” (corporate entities that potentially encompass a portfolio of subsidiary brands). JBH is respectful of such distinctions and acknowledges these categories as different ideas with validity and importance in a variety of contexts. However, the editors of JBH take a broad and ecumenical view of the concept of brand heritage, which they interpret to include virtually any concept or phenomena at the intersection of marketing and history. Authors do NOT need to limit JBH submissions to the precise concept of “corporate heritage brands.”


Compensation and fees


BHI does not offer any compensation or expense reimbursement to authors or editors.

BHI does not charge any fees to authors or their affiliated institutions. There are no ‘article publishing charges’ or ‘open access licensing’ fees. Operating expenses for both journals and the registry are underwritten by BHI.



Both journals and the registry are operated by the Brand Heritage Institute, Inc. BHI is an independent non-profit organization headquartered near Boston in Wellesley, Massachusetts, USA. It is incorporated in the Commonwealth of Massachusetts and designated as a 501c3 tax exempt educational organization by the United States Government. BHI is devoted to research, scholarship, education, publishing, discussion, and appreciation of theory and practice at the intersection of marketing and history. BHI is operated for the benefit of academics in a variety of disciplines, practitioners in a variety of industries and functions, and the public in general.


Proposals and Questions


The editor welcomes proposals or inquiries from authors regarding articles that have not yet been written.


If you have further questions, you are welcome to contact the editor directly. 

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