Heritage In Corporate Branding PDF

HERITAGE IN CORPORATE BRANDING In examining their past organizations may discover their future....

HERITAGE IN CORPORATE BRANDING In examining their past organizations may discover their future. Melewar Politecnico di Milano Branding & Communication Group 05 Index 01 ABOUT HERITAGE 05 HERITAGE QUOTIENT Track Record Longevity Heritage Brand vs Brand with Heritage History as Identity Heritage vs History Core Values Role in Branding & Temporal Symbols Dimensions 02 TYPES OF BRANDING RELATED TO HERITAGE Retro Branding 06 UNDERSTANDING HERITAGE Uncovering Heritage Iconic Branding Activate the Heritage Heritage Branding Protect the Heritage 03 PERTINENCE TO CORPORATE MARKETING 07 BRAND STEWARDSHIP What is Corporate Marketing Relevance for Brand Management 04 WHY MONARCHIES ARE CORPORATE BRANDS?  QUESTION 1 Which Brand in your eyes has Heritage? Luis Vuitton cloimh Politecnico di Milano Branding & Communication Group 05 ABOUT HERITAGE Chapter 01 Politecnico di Milano Branding & Communication Group 05 01. About Heritage It goes beyond mere history by making the past relevant for contemporary and future contexts. WHAT IS HERITAGE ? Heritage in branding refers to a dimension of a brand’s identity built on its track record, longevity, core values, use of symbols, and organizational belief in the importance of its history. 01 Politecnico di Milano Branding & Communication Group 05 01. About Heritage: Heritage Brand vs Brand with Heritage Heritage Brand vs Brand with Heritage Heritage Brand Brand with Heritage actively incorporates its heritage A brand that possesses historical into its identity and value elements but does not emphasize proposition. heritage as central to its identity. It is one with a positioning and a value proposition based on its heritage. 02 Politecnico di Milano Branding & Communication Group 05 01. About Heritage: Heritage vs History Heritage vs History Heritage History seeks to clarify the past and make it is primarily about objectively relevant for contemporary and exploring and explaining past events future contexts. It involves that are often opaque. interpretation and application, giving meaning to historical elements in a way that resonates today. 03 Politecnico di Milano Branding & Communication Group 05 01. About Heritage: Role in Branding & Temporal Dimensions Role in Branding Temporal Dimensions While history provides the raw material, heritage History transforms it into a strategic asset. It focuses is primarily fixed in the past. on how a brand’s past—its founding stories, key milestones, or core values Heritage —can inform and enrich its identity today and Past Present Future tomorrow. The foundation, How these The ongoing traditions, and elements are influence of A heritage brand draws origins. interpreted and these traditions from its historical essence incorporated in shaping the and adapts it for into the brand’s brand’s relevance in modern current identity. direction. markets. 04 Politecnico di Milano Branding & Communication Group 05 TYPES OF BRANDING Chapter 2 Politecnico di Milano Branding & Communication Group 05 02. Types of Branding related to Heritage Types of Branding Related to Heritage Heritage Retro Branding Iconic Branding Branding Focuses on a specific Represents culturally epoch often with a dominant and Emphasizes both nostalgic character. distinctive brands. retrospective and Differentiates from Some iconic brands can forward-looking heritage branding as it also be heritage elements. does not necessarily brands, but this is not Integrates history into link the past with future always the case. identity to create a relevance. Mythmaking is a key lasting impact​. feature. 05 Politecnico di Milano Branding & Communication Group 05 IMPORTANCE TO CORPORATE MARKETING Chapter 3 Politecnico di Milano Branding & Communication Group 05 03. Pertinence to Corporate Marketing Corporate identity Corporate communications Corporate reputation Corporate brand promise WHAT IS CORPORATE BRANDING? Corporate marketing is described as a philosophy that transcends traditional product or service marketing. Instead of focusing solely on specific products or services, corporate marketing encompasses the organization as a whole. 06 Politecnico di Milano Branding & Communication Group 05 03. Pertinence to Corporate Marketing: Relevance for Brand Management Relevance for Brand Management Corporate Level Strategic Use Heritage Focus of Heritage Branding Corporate Marketing Heritage strengthens the Corporate marketing manages the identity corporate marketing strategy by differentiating the brand considers all and promise of the through historical credibility, stakeholders, not just company itself. longevity, and core values. customers. Heritage plays Heritage branding fits By integrating heritage into a crucial role in naturally into this the corporate brand, enhancing relationships broader scope, as it companies can position with employees, investors, provides depth and themselves as authentic and and the community, trustworthy, fostering long- authenticity to a term stakeholder reinforcing pride and company’s identity. relationships. loyalty. 07 Politecnico di Milano Branding & Communication Group 05 WHY MONARCHIES ARE CORPORATE BRANDS? Chapter 4 Politecnico di Milano Branding & Communication Group 05 04. Why Monarchies are Corporate Brands? Why Monarchies are Corporate Brands? Monarchies share characteristics with corporate brands due to: Longevity, symbolic Brand stewardship by Monarchies enhance communication, and royal families mirrors societal balance the use of historical corporate brand sheets (cultural elements in identity. management. identity and values), contrasting with corporate goals of financial returns.​ 08 Politecnico di Milano Branding & Communication Group 05  QUESTION 2 What defines a heritage brand? A. Its ability to invent futuristic products B. A long history that is incorporated into its value proposition and positioning C. Its focus on high-speed production D. A short-lived trend it follows Politecnico di Milano Branding & Communication Group 05 HERITAGE QUOTIENT Chapter 5 Politecnico di Milano Branding & Communication Group 05  QUESTION 03 What do you think makes a brand feel trustworthy and enduring over time? a. Consistently delivering on promises. b. Having a long-standing history and clear identity. c. Staying true to core values and principles. c. Using memorable symbols or icons. d. All of the above. Politecnico di Milano Branding & Communication Group 05 05. Heritage Quotient Hi sto ord ry c HERITAGE Re as ck Id a en Tr tit y QUOTIENT Brand Core ty HQ serves as a conceptual framework to Stewardship evi evaluate the heritage potential of brands. Long Val Further research and data (e.g., stakeholder surveys) ues could refine HQ into a measurable index. Use of Symbols 09 01 Politecnico di Milano Branding & Communication Group 05 05. Heritage Quotient: Track Record HERITAGE QUOTIENT TRACK RECORD Demonstrated, long-term performance that shows a company has consistently delivered on its values Coutts & Co Johnson & Johnson Volvo and promises. r d e co k R Role in Building Heritage: ac Tr A proven track record builds credibility and Established Guided by its Renowned trust with stakeholders credibility with Credo, emphasizing for safety and Brand over time. It creates expectations centuries of values and consistent Stewardship about a company's future behavior, reinforcing its banking customer innovation in expertise. trust. design and reputation. environment 10 Politecnico di Milano Branding & Communication Group 05 05. Heritage Quotient: Longevity HERITAGE QUOTIENT LONGEVITY Long-standing operation of a company. Role in Building Heritage: Implies values and commitments are ingrained across leadership Bran transitions (e.g., multiple Stewardship CEOs). Reflected in an ty Bernard Arnault’s Insight (LMVH organization’s enduring evi Group CEO) culture. L o n g Longevity cannot be forced; it requires earning credibility and standing for something meaningful in the eyes of the world. 11 Politecnico di Milano Branding & Communication Group 05 05. Heritage Quotient: Longevity HERITAGE QUOTIENT HISTORY AS IDENTITY History plays a critical role in shaping the identity of heritage brands, influencing how they operate today and their future choices. Role in Building Heritage: Hi st or In high-HQ brands, history is: ya sI Internally Important: de Guides organizational nt it y behavior and decisions. Externally Recognized: Adds value and Bran relevance for customers Stewardship and stakeholders. Deviations from IKEA’s HQ Connection: The more a brand values and heritage could integrates its history into lead to its eventual its identity, the higher its Heritage Quotient (HQ) decline. Jon Abrahamson, CEO 12 Politecnico di Milano Branding & Communication Group 05 05. Heritage Quotient: Longevity HERITAGE QUOTIENT CORE VALUES Long-held, articulated principles guiding a company’s behavior, strategy, and decisions. Role in Building Heritage: Core values become the foundation of a brand’s external promise (covenant) and internal behavior. Core values are professionalism, respect, When consistently and perseverance. upheld, they integrate Bran into a brand identity and evolve into heritage over C Stewardship o time. re Significance: Va Core values act as lu guiding tenets, aligning es In 129 years, we have strategy and actions with never left a customer or the brand’s mission, and ultimately strengthening market. its heritage. CEO Carl-Henric Svanberg 13 Politecnico di Milano Branding & Communication Group 05 05. Heritage Quotient: Track Record HERITAGE QUOTIENT SYMBOLS Visual or iconic elements that reflect and express a company’s heritage and values through Jaguar Tiffany & Co Burberry communications. Role in Building Heritage: Burberry check or High-HQ brands often Jaguar Tiffany blue have symbols that haymarket check Bran transcend basic Main symbol Instantly Stewardship recognition, acquiring deeper meaning. on car identifies Reflects the Symbols convey a bonnets, Tiffany’s brand’s brand’s history and embodying heritage and longstanding essence, fostering elegance premium tradition. emotional connections and lasting recognition. and speed image. Use of Symbols 14 Politecnico di Milano Branding & Communication Group 05  QUESTION 04 Which of the following is not one of the five elements of the Heritage Quotient? a. Track Record b. Longevity c. Customer Feedback d. Core Values Politecnico di Milano Branding & Communication Group 05 UNDERSTANDING HERITAGE Chapter 06 Politecnico di Milano Branding & Communication Group 05  QUESTION 05 How do you personally view the concept of a "heritage brand"? A. As something that adds depth and value to the brand's identity. B. It is an outdated concept with limited relevance today. C. As a purely historical aspect that does not influence the present. D. It is something that creates unnecessary limitations for a brand. Politecnico di Milano Branding & Communication Group 05 06. Understanding Heritage Heritage isn’t just for archival purposes... It is a strategic asset that can differentiate a brand and provide a competitive advantage... Leveraging heritage to transform into a "heritage brand" is a deliberate strategy that aligns the past with future innovation... UNDERSTANDING HERITAGE The Strategic Use of Heritage Strategic Importance of Heritage Differentiation and Competitive Differentiates the brand in the market. Advantage. Builds loyalty and a sense of Enhanced Brand Value Proposition. authenticity. Building Stakeholder Relationships. Reinforces brand identity and storytelling. 15 Politecnico di Milano Branding & Communication Group 05  QUESTION 06 Do you think a brand with a strong heritage is more trustworthy? A. Yes, because it has stood the test of time. B. Maybe, but it depends on the product quality. C. Not necessarily, trust is built in other ways. D. No, heritage has little to do with trust. Politecnico di Milano Branding & Communication Group 05 06. Understanding Heritage: Uncover the Heritage Uncover the Heritage TRACK RECORD AS A FOUNDATION Companies looking to uncover their heritage should examine their origins, company statements, and long-held values while also considering what customers have The case of 3M highlights how a company’s heritage of innovation isn’t valued over the years... just a slogan but a lived reality backed by a proven track record. The rediscovery of the university’s heritage through the founder’s vision reinforces the idea that a company's or institution's It’s not about heritage is often rooted in its original celebrating events but purpose and mission. understanding their The company’s success stemmed from not just the durability of deeper impact... their pumps but also the expertise their team offered. This shows how understanding customer needs and adding emotional value (such as "specialist serving specialist") can revitalize a brand and shift its positioning. 16 Politecnico di Milano Branding & Communication Group 05 06. Understanding Heritage: Activate the Heritage Activate the Heritage Company’s heritage is seen as o integrated into a THE KEY PROCESS modern, forward-thinking brand identity Assessment of Heritage Across HQ Dimensions Companies should evaluate how their current reality aligns with heritage Jaguar’s effort to "get in touch with the real Jaguar across five key areas. values" through design shows how product design can reflect heritage while appealing to Heritage Strength Comparison contemporary markets. The challenge here is to balance innovation with tradition. Companies should identify how their heritage differentiates them from The Bentley example illustrates "heritage by competitors in current or targeted acquisition," where a brand’s history is revived markets. not just through internal efforts but also by strategic acquisition. Translating Heritage into Market Positioning Siemens' ad campaign is a powerful example of how a company can use its long-standing innovations to build a modern Companies should convert this heritage identity. By showcasing historic breakthroughs alongside into a meaningful part of the company's modern advancements, Siemens shows that its heritage is a brand proposition and positioning. continuous strength that propels the company forward. 17 Politecnico di Milano Branding & Communication Group 05 06. Understanding Heritage: Protect the Heritage Protect the Heritage Extract value from their heritage ≠ Exploitation Companies should aim to extract value from their heritage, but they must ensure it doesn't cross into exploitation, which can damage the brand... Arthur Andersen (1885 – 1947) Failure from top management, like the CEO, contributes the A powerful example of how straying from a brand's core values most to the firm's downfall by can result in catastrophic consequences. Arthur Andersen was once one of the "Big Five" accounting firms, known for its allowing unethical practices to commitment to integrity and ethical standards. However, go unchecked... during the Enron scandal, the firm failed to uphold these values, instead choosing to prioritize short-term gains. 18 Politecnico di Milano Branding & Communication Group 05 BRAND STEWARDSHIP Chapter 07 Politecnico di Milano Branding & Communication Group 05  QUESTION 07 If you were the Caretaker of a heritage brand, what would you do first? A. Make everything look old and call it “heritage.” B. Lock the brand’s history in a safe for protection. C. Use the brand’s story to connect with modern audiences. D. Rename it to something cool and futuristic. Politecnico di Milano Branding & Communication Group 05 07. Brand Stewardship BRAND STEWARDSHIP Brand stewardship ensures the responsible use of heritage, balancing leveraging it for value creation with protecting it from exploitation. 19 Politecnico di Milano Branding & Communication Group 05 07. Brand Stewardship: Key principles Key Principles of Brand Stewardship A Sense of Responsibility Long-Term Continuity Stewards recognize the brand is Brand stewards focus on maintaining a "bigger" than themselves and treat it consistent link between the past, as a long-term legacy. present, and future. They aim to leave the brand stronger They honor the work of predecessors for future leaders. while continuously improving the brand. 20 Politecnico di Milano Branding & Communication Group 05 07. Brand Stewardship: Key principles Key Principles of Brand Stewardship Safeguarding Trust Adaptability Trust and credibility are key Stewards must balance preserving components of heritage brands; heritage with the need to adapt and losing these attributes can be evolve. catastrophic. Adaptability allows brands to remain relevant without losing their essence. 21 Politecnico di Milano Branding & Communication Group 05 07. Brand Stewardship: Case study Surprising Case Study 22 Politecnico di Milano Branding & Communication Group 05 07. Brand Stewardship: Case study Surprising Case Study 23 Politecnico di Milano Branding & Communication Group 05  QUESTION 08 What role does heritage brand stewardship play? A. Integrating heritage into operations and communications. B. Protecting the brand's legacy. C. Ensuring heritage is used strategically. D. All of the above. Politecnico di Milano Branding & Communication Group 05  All brands have a history. Some brands have a heritage... and a few made their heritage a valuable corporate asset CONCLUSION By uncovering, activating, and protecting this asset, companies can strengthen their identity, gain a competitive edge, and build deeper stakeholder relationships. Heritage brand stewardship plays a vital role in integrating heritage into operations and communications while safeguarding the brand's legacy. Ultimately, heritage goes beyond history, offering a compelling story that defines a brand’s values and identity. 24 Politecnico di Milano Branding & Communication Group 05 ACTIVITY: WHAT ABOUT YOUR BRAND? DOES IT HAVE HERITAGE? Politecnico di Milano Branding & Communication Group 05 THANK YOU Aiman Ayaz Sahar Deghankhani Giorgi Morchadze Ana Maria Marin 10962622 10975535 10948062 10895501 Politecnico di Milano Branding & Communication Group 05