Corporate heritage communication strategies of iconic Italian brands: a multiple case study

Purpose The paper aims to explore how companies communicate their heritage by drawing on marketing and corporate communications literature mapping the communication strategies of iconic Italian brands. Design/methodology/approach study adopts an inductive multiple case approach, analysing nine brands (Pastificio Lucio Garofalo, Barovier & Toso, Pasta Farina, Ducati, Amaro Montenegro, Fiat, Bonomelli, Olivetti Illy). Findings In communicating heritage, adopt different that vary along two main dimensions – subject story tone voice content. are: (1) for authenticity; (2) market leadership; (3) continuity. Practical implications From a theoretical point view, highlights according underlying strategic themes narrative approaches. managerial it offers preliminary guide development communications, also providing indications implementation. Originality/value This is amongst firsts investigate antecedents can shape strategies. It represents integration existing literature, which limited descriptive presentation principles tools.