Brand heritage – 3 dimensions
Continuity:
- A brand which will never go out of fashion
- A brand that is very continuous
- A timeless brand
- A brand that won’t disappear tomorrow
Longevity:
- A brand exuding a sense of tradition
- A brand that reiforces and builds on long-held traditions
- A brand with roots
- A brand that has a strong link to the past
Adaptability:
- A brand that knows how to reinvent itself
- A brand that renews itself
Pécot F., Valette-Florence, P., and De Barnier, V. (2017) Brand Heritage: a multidimensional measurement scale to assess consumers’ perception. Paper presented at the 46th European Marketing Academy Conference EMAC, Groningen, 24-26 June.