Trust and Brand Management covers the main topics of heritage-based corporate brand management and its relationship to external factors and performance. The benefit for managers is the presentation of terms and specific tools related to corporate brand management in the market and customer outcomes. Inhaltsverzeichnis 1. Introduction 2. Understanding of the brand heritage 3. Understanding of the heritage-based corporate brand management 4. Understanding of antecedents of the heritage-based corporate brand management 5. Understanding of outcomes of the heritage-based corporate brand management 6. Model of heritage-based corporate brand management - empirical research 7. Future of the heritage-based corporate brand management
