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Identity perspective on corporate and organisational marketing
Edited by John M.T. Balmer and Shaun M. Powell
A surprising number of modern companies demonstrate significant longevity. An independent analysis ([78] Hudson, 2007a) of a ranking of 100 leading global brands ([83] Interbrand, 2007) reveals that more than one-quarter of the brands existed during the nineteenth-century and the oldest (Moët et Chandon) was launched in the year 1743. It is evident that many important brands survive beyond one human generation and that some are very old indeed.
Brand heritage is an emerging concept within the marketing discipline, which suggests that the historical status of older companies is often explicitly linked to their brand identity and consumer appeal. A persuasive discussion of this phenomenon is found in a recent article by [132] Mats Urde, Stephen Greyser, and John Balmer (2007). They suggest that historic brands constitute a distinct conceptual category and require specific approaches to brand management that differ from those required for younger brands.
[132] Urde et al. (2007) assert that, although longevity is a necessary component in brand heritage, antiquity alone is insufficient to qualify a brand for heritage status. An emphasis on historical content in the overall identity of the brand is required, such that "a heritage brand is one with a positioning and value proposition based on its heritage". They also observe that heritage brands must have a "track record of delivering value to customers" over time, which is enabled by a commitment to "core values" and reflected in the "symbols" chosen to identify the brand. The greater the proportion and combination of these various elements, the greater the overall "heritage quotient" or degree of brand heritage exemplified by a particular company. Heritage marketing requires the proactive involvement of brand managers in "uncovering" aspects of heritage through archival and consumer research, "activating" that heritage through product design and marketing communications, and "protecting" that heritage through stewardship and attention to continuity.
The article by [132] Urde et al. (2007) signifies the emergence of brand heritage as an intellectual category, describes the nature of the concept, explains its importance for practitioners, and explores relevant precedents in marketing literature. Although their article is based on research and includes examples, it is essentially conceptual. It would be...