Purpose – The purpose of this paper is to develop an initial framework for the
operationalization of the corporate brand heritage concept.  Intangible
assets account for an increasing share of corporate value. Therefore, an
understanding of, as well as a means to measure their value creation is
essential.

Design/methodology/approach – The operationalization is based on an analysis of the
existing literature on brand and corporate heritage as well as insights from
corporate representatives. The conceptualization is comprised of four
components: history, core values, symbols and vision. The empirical applicability of this
framework is tested via the case of Finlayson, a Finnish textile manufacturer.

Findings – Most respondents agreed with our suggested past, present, future (PPF)
framework. In particular, history was considered important. However, staying
too stuck on heritage and not keeping pace with technological developments can
become a future hindrance.

Research limitations/implications – More research and further evidence is needed to gain insights into this
concept and its components, as well as to their empirical, quantitative
measurement. The suggested measures could be developed by interviewing
knowledgeable parties, focus group discussions and pilot tests, thereby
contributing to the reliability and validity of future studies. 

Originality/value – While a number of studies have been conducted related to the concept of
brand heritage, no previous research has suggested a means of operationalizing corporate brand heritage. The framework
presented here furthers the understanding of brand heritage, which has
implications for both theory and practice.