Patrimoine de marque

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.