User:Zoey 233/Brand management
Brand Heritage
[edit]Brands with heritage are not simply associated with antiquated organizations; rather, they actively extol values and position themselves in relation to their heritage. Brands offer multiple benefits to organizations at various market levels, reflecting the entire experiential process afforded to consumers. In the case of voluntary organizations if they can unlock their brand heritage and it will improve volunteer engagement, to the extent that organizations 'with a long history, core values, positive track record, and use of symbols possess, whether consciously or not, an inherent advantage in an increasingly competitive landscape'. In the luxury literature, heritage is distinctly recognized as an integral component of a luxury brand's identity.[1] In the context of tourism preconceived notions of brand heritage stimulate the increased experience of existential authenticity, increasing satisfaction with the visitor experience. For consumer goods the communication of continuity of the brand promise can increase perceived brand authenticity. Heritage brands are characterized by their distinctive capacity to seamlessly integrate past, present, and future temporal dimensions.[2]
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[edit]References
[edit]- ^ Cooper, Holly; Merrilees, Bill; Miller, Dale (2015-06-01). "Corporate heritage brand management: Corporate heritage brands versus contemporary corporate brands". Journal of Brand Management. 22 (5): 412–430. doi:10.1057/bm.2015.17. ISSN 1479-1803.
- ^ Balmer, John M. T.; Burghausen, Mario (2019-06). "Marketing, the past and corporate heritage". Marketing Theory. 19 (2): 217–227. doi:10.1177/1470593118790636. ISSN 1470-5931.
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