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The purpose of this paper is to explore the mechanisms of consumer behaviour relating to corporate heritage brands. The aim is to clarify the internal logic of the brand heritage concept, and to build on the extant literature to provide a solid foundation for further scholarship regarding corporate heritage brands.

This conceptual paper adapts a theory about the role of the past in human behaviour, which was first developed by the pioneering sociologist George Herbert Mead, to the realm of consumer behaviour and heritage brands. The authors illustrate several principles in practice and develop a framework based on a taxonomy of heritage effects. The analysis offers clarification about the relationship of this framework to a variety of historically‐related topics in prior literature, including authenticity and nostalgia.

This paper explains why and how corporate heritage brands appeal to consumers. The authors suggest that brand heritage encourages the engagement of consumers with the history of the brand, or the engagement of consumers with history through the brand. The former is operative in defining the identity of the brand alone, while the latter is also operative in defining the identity of the consumer.

Executives and consultants may use the framework to recognise and classify different types of heritage phenomena, and thereby develop more effective corporate communications for older companies.

This is the first time that the Mead theory has been applied to corporate heritage brands.

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. The aim of this paper is to illustrate and validate this concept.

This paper provides a profile of the Cunard Line, which offers limited evidence to support prior conceptual work by other scholars. The paper uses historical research methods to illustrate the principles of brand heritage within a specific circumstance.

Heritage is central to the brand identity of Cunard and was a significant factor in the recent turnaround of the company. This paper demonstrates the nature and power of the brand heritage concept, even within a future‐oriented repositioning effort.

Although the example of Cunard validates the brand heritage concept in a specific instance, it does not offer evidence that brand heritage is a universal phenomenon.

Brand heritage should be included within the repertoires of marketing strategists and brand managers. Executives of older companies should be aware of this approach and should consider the potential to exploit heritage for competitive advantage.

This paper offers original research to support prior conceptual scholarship on the emerging topic of brand heritage.

BUSINESS SCHOOL GRAFFITI is a highly personal and revealing account of the first ten years (1965–1975) at Britain’s University Business Schools. The progress achieved is documented in a whimsical fashion that makes it highly readable. Gordon Wills has been on the inside throughout the decade and has played a leading role in two of the major Schools. Rather than presuming to present anything as pompous as a complete history of what has happened, he recalls his reactions to problems, issues and events as they confronted him and his colleagues. Lord Franks lit a fuse which set a score of Universities and even more Polytechnics alight. There was to be a bold attempt to produce the management talent that the pundits of the mid‐sixties so clearly felt was needed. Buildings, books, teachers who could teach it all, and students to listen and learn were all required for the boom to happen. The decade saw great progress, but also a rapid decline in the relevancy ethic. It saw a rapid withering of interest by many businessmen more accustomed to and certainly desirous of quick results. University Vice Chancellors, theologians and engineers all had to learn to live with the new and often wealthier if less scholarly faculty members who arrived on campus. The Research Councils had to decide how much cake to allow the Business Schools to eat. Most importantly, the author describes the process of search he went through as an individual in evolving a definition of his own subject and how it can best be forwarded in a University environment. It was a process that carried him from Technical College student in Slough to a position as one of the authorities on his subject today.

The Howard Shuttering Contractors case throws considerable light on the importance which the tribunals attach to warnings before dismissing an employee. In this case the tribunal took great pains to interpret the intention of the parties to the different site agreements, and it came to the conclusion that the agreed procedure was not followed. One other matter, which must be particularly noted by employers, is that where a final warning is required, this final warning must be “a warning”, and not the actual dismissal. So that where, for example, three warnings are to be given, the third must be a “warning”. It is after the employee has misconducted himself thereafter that the employer may dismiss.

An account of two cases of alleged sale of adulterated butter was published in the Oldham Evening Chronicle of the 25th April last, and in the Oldham Standard of the 26th of the same month. The facts as reported call for comment, not because they are in any way extraordinary—they are indeed essentially common place—but the method of dealing with them by the Oldham Health Committee seems to us to be so.

Our nineteenth volume opens with this page in circumstances as unsettled and uncertain as any in the history of this or any other journal. In defiance of prophecy the European conflict drags its colossal slow length wearily along, bearing with it the hopes and fears of the whole human race. It is not to be wondered at that the aims for which we strive have not made great strides in the year that has just closed. Important as we recognize literature and its distribution to be, the pressing material needs of the people often cause them to lose sight of the invincible fact that the freedom of the human spirit, its intellectual and humane expansion, are, after all is said, the ultimate aims of the war. It will not be of abiding service to the British race if in conquering the Germans we sacrifice beyond redemption all those sources of sweetness and light which have been the outcome of centuries of British endeavour. We do not fear that such sacrifice will be demanded of us, but the logic of material facts demonstrates that all who care for schools, libraries, museums, art galleries, music, and all other agencies for the moral and spiritual uplifting of men, must be on their guard against the well‐meaning but ignorant encroachments of those who would rather “save money” by abolishing them, than, for example, by foregoing their own individual luxuries.

ANOTHER Annual Meeting has come and gone. It was scarcely to be expected that the meeting at Bradford would be a record in the number of members attending, seeing that it is only three years ago since the Association met in the neighbouring city of Leeds, and that Bradford cannot boast either the historical associations or the architectural and scenic setting of many other towns. For the most part therefore the members who did attend, attended because they were interested in the serious rather than the entertainment or excursion side of the gathering, which was so far perhaps to the advantage of the meetings and discussions. Nevertheless, the actual number of those present—about two hundred—was quite satisfactory, and none, we are assured, even if the local functions were the main or an equal element of attraction, could possibly have regretted their visit to the metropolis of the worsted trade. Fortunately the weather was all that could be desired, and under the bright sunshine Bradford looked its best, many members, who expected doubtless to find a grey, depressing city of factories, being pleasingly disappointed with the fine views and width of open and green country quite close at hand.

In order to succeed in an action under the Equal Pay Act 1970, should the woman and the man be employed by the same employer on like work at the same time or would the woman still be covered by the Act if she were employed on like work in succession to the man? This is the question which had to be solved in Macarthys Ltd v. Smith. Unfortunately it was not. Their Lordships interpreted the relevant section in different ways and since Article 119 of the Treaty of Rome was also subject to different interpretations, the case has been referred to the European Court of Justice.

THE first of the Islington Public Libraries, opened on September 21st, has proved a phenomenal success, and, at the same time, has thrown an interesting light on several modern theories in librarianship. It is, as our readers know, the fust of a system of five libraries, towards the erection of which Dr. Carnegie has given £40,000. The building itself is, as many librarians had an opportunity of judging at the “private view” described in our last number, of an exceedingly well‐lighted and attractive character. The arrangement and accommodation provided present several novel features. On the ground floor, opening from the Central Hall, is the Children's Lending Library and Reading Room. This is stocked with about 3,000 volumes for lending purposes, including French and German juvenile literature, and the reading room portion has seating accommodation for about a hundred children. A representative selection of children's magazines are displayed here, and there are special study‐tables for girls and boys equipped with suitable reference collections. A feature of this room is a striking dado of pictures illustrating scenes from English history, which goes far to make the room interesting and attractive.

THE 31st annual meeting of the Library Association passed off very comfortably at Brighton, and if nothing particularly momentous occurred affecting librarianship, everybody enjoyed the various entertainments and the breezy weather. Brighton certainly deserved the title to breeziness which it claims, because it was stormy nearly every night or early morning during the run of the Conference, and members must be congratulated on the lucky manner in which it was found possible to dodge the showers.