Chercheurs et praticiens parlent de patrimoine de marque sans que le sens et la distinction avec les concepts proches soient tout à fait clairs. A travers une revue de la littérature multidisciplinaire, cet article distingue le patrimoine de marque des concepts d’héritage, de rétro, de nostalgie ou d’authenticité. Il le définit comme une construction dynamique à partir d’un passé hérité ou emprunté, mise au service de l’identité de la marque, et destinée à être transmis. Onze propositions de recherche sont rassemblées dans un cadre intégrateur ouvrant la voie à des recherches futures et contribuant à la recherche sur la gestion de marque et la place des consommateurs dans la création de valeur.
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