This article analyzes the memorialization strategies carried out by the family and business group Hering (Blumenau, Santa Catarina), taken as a case of analysis for a reflection on the contemporary and widespread investment in memory on the part of Brazilian economic elites. An analysis of the Hering Museum reveals the investment in defining and nourishing the historical legacy of the group, as well as the social uses of memory, the collection and the museum as a business strategy.
Keywords: memory; business elites; historical legacy; private collections.
