Brand Heritage

3. Theory and Literature Review

Since our topic is concerned with the history of nations and the use of the heritage as a part of brand identity, strategy and positioning it is necessary to talk about the different aspects of heritage. A deeper insight into this topic is needed to provide a proper basis for the following research. In the next paragraphs we will talk about definition of heritage, its key dimensions and contexts as well as make a distinction between brand heritage and heritage brands and talk about the heritage quotient, leveraging the heritage, and brand stewardship. 3.1 Definition of heritage

In general heritage can be associated with inheritance which means passing historical values from one generation to the other (Hakala,

Urde et al. (2007) claim that it is essential to intertwine brand stewardship with usage of brand heritage by placing emphasis on leveraging heritage, and guarding the brand’s heritage. Brand stewardship attempts to use brands leverage to create a positive value proposition and guarding brand equity along with its symbols from being misused. (Urde et al. 2007)

Urde et al. (2007) point out three principal processes to manage heritage. Firstly it must be uncovered, by understanding elements that customer have appreciated with brand over time and then activated by carefully considering how to put heritage into use (Urde et al. 2007). This is done by focusing on product design, brand’s communication and brand’s history and then finally a heritage brand needs to be nurtured, respected and protected using brand stewardship (Urde et al.

2007). It is about responsibility (handling brands in a responsible manner), having long-term continuity (ensuring continuous improvement of brand by respecting its past and striving to make it stronger with each generation of management), safeguarding and maintaining trust in the brand while remaining adaptable to the times. (Urde et al. 2007)

In all, this means that a brand manager needs to remain relevant without damaging the heritage and the track record.

3.6. Reviewing the available heritage framework

Summing up our literature review we have found that none of the concepts conflict with each other but are various dimensions of a brand’s heritage. First a manager can define heritage using Hakala’s (2011) and Benson’s (2004) definitions and to see if there are possibilities for the brand to have any of their elements. Then by reviewing different dimensions to heritage we can see that there are various form of how companies interpret and portray their heritage using Hudson and Balmer (2011) with Mead’s theory of four possible