Purpose – The purpose of this paper is to focus on how firms draw on historical references in corporate marketing. The paper seeks to analyze the logic behind such efforts from a corporate identity perspective and to propose potential risks and/or benefits of doing so. The paper aims to...

Purpose – This paper seeks to uncover why and how the combination of family and company history in family businesses implies idiosyncratic opportunities in the process to uncover, activate, and nurture heritage‐based corporate identities and brands. Design/methodology/approach – The...