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Synopsis Heritage Brands are the brands that have withstood the times and become icons in the eyes of the consumers. They have become immortal brands by associating themselves with the customers for many decades. They carry brand heritage mark with them by surviving for many decades against all odds and competitive forces. However, many of world’s well-known brands today have become brand icons, not merely because they are very old and survived for many decades but because they have been quite responsive to the consumer needs all the way. Heritage brands built up their brand values and brand equities by associating emotionally with the customers. This emotional bonding with the customers coupled with their technological upgradation placed these brands where they are. There are many global heritage brands that have become beacons of the societies in which they operate by emphasizing quality, value, relationship management etc. Many Indian brands have attained the heritage status by being deeply interwoven with rich Indian culture, heritage etc. All these brands have something in common: they appealed to all age cohorts and enjoyed the unblemished customer loyalty. This book on Heritage Brands focuses on heritage brands from the perspective of brand management. It looks into various aspects of heritage brands by drawing from the experiences of well-known heritage brands.