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Section 1: Corporate Heritage and Corporate Heritage Identities: Insights from Monarchies Chapter 1- ?Corporate heritage identities, corporate heritage brands and the multiple heritage identities of the British Monarchy? Balmer, J.M.T Chapter 2- ?Scrutinising the British Monarchy: The corporate brand that was shaken, stirred and survived? Balmer, J.M.T Section 2: Corporate Heritage Connoisseurship: Key Concepts and Theories Chapter 3- ?Corporate heritage, corporate heritage marketing, and total corporate heritage communications? Balmer, J.M.T Chapter 4- ?Repertoires of the corporate past? Burghausen, M and Balmer, J.M.T Chapter 5- ?Corporate heritage brands: Mead’s theory of the past? Hudson, B.T and Balmer, J.M.T Section 3: Corporate Heritage Identity Stewardship and Corporate Heritage Tourism Brand Attractiveness Chapter 6- ?Corporate heritage stewardship: A corporate marketing perspective? Burghausen, M and Balmer, J.M.T Chapter 7- ?Corporate heritage tourism brand attractiveness and national identity? Balmer, J. M.T and Chen, W Section 4: Corporate Heritage and Family Businesses Chapter 8- ?Contrasting cases of corporate heritage-in-use: vibrant versus latent approaches? Miller, D., Merrilees, B. and Cooper, H. Chapter 9- ?Family heritage in corporate heritage branding: opportunities and risks? Brunninge, O Section 5: Corporate Heritage Image, Management and Inheritance Chapter 10- ?Corporate image heritage: a customer view of corporate heritage? Rindell, A. Chapter 11- ?Approaches to Corporate Heritage Brand Management: The Cases of Cunard and Ritz Carlton? Hudson, B. Chapter 12- ?Corporate heritage or corporate inheritance: a French Perspective? Pecot, F.and De Barnier, V.

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