This study aims to understand the Role of Brand Heritage, History and Experience in forming the consumers’ perception toward the brand and investigate its impact on True Brand Loyalty and Resonance. This study will employ mixed-method approach by performing the qualitative research as the first study and followed by the quantitative study. Responses from Indonesian samples will be collected through web-based questionnaires and then will be analyzed with PLS-SEM algorithm and indepth interview as qualitative approach. Hypothetically, we expect that Brand Heritage has strong influence on Attitude toward the Brand and in turn will have impact on True Brand Loyalty and Resonance.

Keywords: Brand Heritage, History and Experience; Attitude toward Brand; True Brand Loyalty and Resonance