Question

Topic: Student Questions

Branding Strategies For Companies Lacking Heritage

Posted by Anonymous on 12/25/2004 at 7:24 PM ET 250 Points
Concept and role:
What does "heritage" mean to a company?
How does company heritage contribute to a business?
It is one of the intangibles? competitive advantage? or resources for branding?
If we talk about making use of heritage, in which category are we using it the most? Branding?

Consequences of lacking heritage:
What if a new company does not have heritage, especially luxurybrands?
Are there any discussions on how these new luxury companies compensate the lack of heritage in their brands?
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RESPONSES

  • Posted by SRyan ;] on 12/26/2004 at 1:10 PM Member
    Thanks for posting your homework assignment here. I was wondering what to do over the holidays, and you showed up with this gift!

    Have you visited the Important Guidelines page? Please go there and read everything, especially ITEM FIVE.
  • Posted by Peter (henna gaijin) on 12/27/2004 at 1:54 PM Member
    It is not clear to me what "heritage" is. Do you have a definition?

    I guess it is similar to "reputation", which has a large impact on a brand (but little impact on non-branded commodities).
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