Brand Heritage



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.