Meaningfulness of Brand History Concept in Brand Management

Meaningfulness of Brand History Concept in Brand Management Gianluca Lucchin ID3615402 A brand has to have a history 1. INTRODUCTION Im presenting my arguments to prove that a brand actually need a history to be successful in nowadays dynamic scenario and to survive in the long term. First Im going to give basic definitions to work on, trying to define brand history by a theoretical point of view; then Im going to analyze those theories implications in order to sustain my arguments; finally Im going to use real-life cases in nowadays market to give recommendations and draw my conclusions. 2. DEFINITIONS TO START To determine whether or not a brand needs a history as an asset, is important to identify the key elements to work on. A definition of brand is a good starting point, since the word itself could be referred to many different themes and meanings. This will surely help to restrict the field of study. For Gardner and Levys (1955) A brand name is more than the label employed to differentiate among the manufacturers of a product; It is a complex symbol that represents a variety of ideas and attributes. It tells the consumers many thing, not only by the way it sounds (and the literal meaning if it has one) but, more important, via the body of associations it has built up and acquired as a public object over a period of time. Following this logic the brand could also be conceptualized as a bundle of tangible and intangible features which increase the attractiveness of a product beyond its functional value (Farquhar, 1989; Park and Srinivasan, 1994). History in this case could play a crucial role in binding tangible and intangible features by using a continuous chronological record of important events(Oxford Dictionaries) allowing a brand or a company, to recall a complex set of meanings, values and symbols connected to origins, past performances and mythologized episodes. This process of recalling the past could be beneficial for both firm perspective and consumer perspective and its connected to the concept of Brand Heritage. 3. BRAND HISTORY AND BRAND HERITAGE The word heritage is generally associated with inheritance: something transferred from one generation to another. As a concept, therefore, it works as a carrier of historical values from the past (Nuryanti, 1996). On the surface the difference between heritage and history may seem minor. However, if history   may explore and explain a past that is far away, heritage clarifies and makes that same past relevant for contemporary contexts and purposes. In the present time characterized by high dynamics, uncertainty, and massive consumer disorientation , customers tend to prefer brands with a heritage: a brand infused with a heritage stands for authenticity, credibility, and trust, and can provide leverage for a brand, especially in global markets (Aaker 1996; George 2004). The brand heritage construct can therefore be defined as (à ¢Ã¢â€š ¬Ã‚ ¦) a dimension of a brands identity found in its track record, longevity, core values, use of symbols and particularly in an organisational belief that its history is important (Urde et al. 2007). Based on the definition of brand heritage and its distinction from related constructs, it is useful to consider five major elements that indicate whether and to what extent heritage is present or potentially found in a brand (Urde, Greyser, and Balmer 2007, p. 9). The element track record is related to the established performance that the brand or the company has been connected with, such as certain values and promises over time (Urde 1997). The second element of brand heritage, longevity, is of special importance for large multigenerational family-owned companies reflecting sustainability and consistency (Urde, Greyser, and Balmer 2007, p. 9). Core values encompass the basic values the brand is associated with. Like a promise or covenant in external communication, these values underline and help to define corporate strategy and are an integral part of the brand identity (Kapferer 2004; Lencioni 2002; Urde 1994). The use of symbols is related to logos or designs and illustrates the brands core meaning and ideas (Urde, Greyser, and Balmer 2007, p. 10). The fifth component asks whether history is important to identity. Companies have to sense their own history as being crucially important to their identity. It is absolutely essential that they know who and what they are. This understanding should also be a key part of communication, advertising, and the marketing mix (Brown, Kozinets, and Sherry 2003b). 3.1 TYPE OF HERITAGE Referring to the work of the sociologist George Herbert Mead about the impact of past on individuals understanding of reality, and following the research of Bradford T. Hudson and John M.T. Balmer (2013) its possible to distinct between four different forms of Heritage. Structural heritage The nature of the present depends on the outcome of events that occurred in the past, which cannot be altered. Structural heritage involves a succession of causation from past to present. *Brands that use structural heritage claim superiority and differentiation referring to   a pedigree connecting the current company to the moment of origination and the people instrumental in establishing the company. Practical examples of structural heritage abound within many industries and sectors. For instance, some companies refer to founding dates Implied heritage If a company is vibrant and respected in the present, then it must have existed and developed during the past in a manner that explains its current status. Heritage is expressed by displaying current attributes that imply historical antecedents, by demonstrating congruence between current attributes and historical attributes, or by describing patterns of accomplishment across time. This dimension may also be indicated by references to the age of a brand. *Claims of differentiation or superiority by the firm are validated through statements of longevity, or demonstrations of continuity between past and present. Reconstructed heritage This dimension suggests that our relationship to the past is interpretive and our understanding of prior events is enhanced through contemplation. *Claims of differentiation or superiority by the firm are validated by the familiar or reminiscent character of the brand or its associated products. A commonly cited example of reconstructed heritage is the new Volkswagen Beetle, which was introduced in 1998 with design elements reminiscent of the original Beetle that became a cultural icon during the 1960s. Mythical heritage Mythical heritage refers to pasts that are partly or wholly fictitious, and which facilitate the projection or escape of consumers into imaginary worlds that relate to the brand. Mythical heritage is often expressed through fantasy or illusion, especially within communications narratives or the design of environments and products. *Claims of differentiation or superiority by the firm are validated by the archetypal, universal or quintessential nature of brand attributes. The reason companies with heritage should use it, is to take advantage of differentiation that is valuable for the customer/consumer and other stakeholders, distinctive for the brand, and difficult to imitate for the competitors.   Heritage can provide a basis for distinctiveness in positioning, which can generate competitive advantage, e.g. translating into higher prices and margins, and retaining customers to whom heritage is meaningful. 3.2 BRAND HERITAGE AND EFFECTS ON CUSTOMER VALUE A brand with a heritage creates and confirms expectations about future behavior to stakeholder groups and makes a promise that the brand will continue to deliver on these commitments (e.g., Aaker 1996 ; George 2004 ). For this reason brand history along with brand heritage can add consumer perceived value and can minimize consumers buying risk (Muehling and Sprott 2004 ). For the conceptualization of consumer value we refer to four major types of customer perceived value: 1)  Economic value: The economic dimension of customer value addresses direct monetary aspects such as price, resale price, discount, investment etc. It refers to the value of the product expressed in dollars and cents, to what is given up or sacrificed to obtain a product (e.g., Ahtola 1984 ; Chapman 1986 ; Mazumdar 1986 ; Monroe and Krishnan 1985 ). Functional value: The functional dimension of customer value represents the core benefit and basic utilities such as e.g. the quality, the uniqueness, the usability, the reliability, and durability of a certain product (Sheth et al. 1991 ). Affective value: The affective dimension of customer value refers to the experiences, feelings, and emotions a certain brand or product provides to the consumer in addition to its functional utility (Hirschman and Holbrook 1982 ; Sheth et al. 1991 , Westbrook and Oliver 1991 ). Social value: The social dimension of customer value focuses a customers personal orientation towards a brand or product and addresses personal matters such as consumers self-concepts, self-worth or self-identity value (e.g., Vigneron and Johnson 2004 ; Hirschman and Holbrook 1982 ). Following the study and the complex empirical research of Thomas Wuestefeld et al(2012) in the article The impact of brand heritage on customer perceived value we can say that brand heritage construct (as a result of different factors like history, prestige, longevity, myth and credibility) overall affects Consumer Perceived Value (CPV), therefore could be a crucial asset to consider. 4.EXAMPLES OF BRAND USING HERITAGE AS A COMPETITIVE ADVANTAGE Tangible examples of a proper use of brand history and brand heritage could be seen in both luxury market and mass market. 4.1 KRAFT/CADBURYS ACQUISITION CASE STUDY A sophisticated understanding of the past is one of the most powerful tools we have for shaping the future. An actual implementation of brand history and brand heritage concepts could be seen in how Kraft Foods managed its 2010 integration of the British confectioner Cadbury. Cadburys management and its employees had somehow mounted resistance to the acquisition, fearing the loss of core values and a products quality. To help smooth the process, senior executives turned to Krafts long-established archives. Company archivists launched an intranet site, titled Coming Together, that honored the parallel paths Kraft and Cadbury had taken. Poring over historical materials, they had found much evidence of shared values, and the presentation reinforced those common themes. In addition to the founders stories, the intranet site included interactive time lines, iconic advertising images, brief documentary videos, and dozens of detailed histories of owned branded products all designed to show how leading Kraft and Cadbury brands had come to sit side by side on grocers shelves. The same narrative too k hold in other communications, from CEO speeches to press releases, and in employee training sessions. Kraft ended up integrating Cadbury more smoothly than any of its previous acquisitions. The history of the enterprise can instill a sense of identity and purpose and suggest the goals that will resonate (George Smith,Your Companys History as a Leadership Tool). 4.2 COCA-COLA is really proud of its history The Coca-Cola story is a good one, even if we do say so ourselves Coca-Cola, one of the most famous and iconic brand in the world definitely recurs to an implementation of brand heritage tools by referring to the company glorious longevity and past performances in a nostalgic fashion. An example of this commitment to history could definitely be found on Coca-Cola website with many pages dedicated to the evolution of the brand itself. A pdf for the 125 years anniversary of Coca-Cola has been released, with lot of documents and pictures of logos, packaging and successful advertising during the ages. A relevant proof of appliance of brand heritage construct in Coca-Cola marketing mix, could be found in the smart use of symbols (the iconic bottle and the famous Coca-Cola font) and the reiteration of the affective value(being on the market for such a long time it bears nostalgic potential for every adult consumer). 4.3 LOUIS VUITTON-The iconic traveling luggage Louis Vuitton is a well known apparel luxury brand. It puts great emphasys on tradition as seen in the brand website rich in contents like old pictures and all sort of informations on the origins of the company itself. The starting point, the making of the iconic Louis Vuitton traveling luggage is used as tool of reference to the glorious past of the company itself and could be read as a clear example of reconstructed heritage. And plus, the promise of value connected to the purchase of those bags implies an increase of social perceived value for consumers as a form of self-actualization and distinction. 4.4 BURBERRY-The invention of gabardine and the myth of the trench coat Burberry is another famous luxury fashion brand which use history, tradition and heritage as crucial assets in its marketing mix .Its main fashion house focuses on outerwear, fashion accessories, fragrances, sunglasses, and cosmetics. Established in 1856 by Thomas Burberry and originally focusing on the development of outdoor attire, the fashion house has moved on to the high fashion market developing pattern-based scarves, trench coats, and other fashion accessories. Its distinctive check pattern has become one of its most widely copied trademarks. The brand itself can count on the innovative invention of gabardine, a breathable and waterproof fabric   which somehow revolutionized rainwear. Burberry is most famous for its trench coat. Its coats were worn in the trenches of World War I by British soldiers, and for decades thereafter Burberry became so much a part of British culture that Queen Elizabeth II and the Prince of Wales have granted the company Royal Warrants. Thus, Burberry is the perfect example of a Heritage brand based on the implied heritage category: the respectability and the glorious status showed in the present is the result of a great and honorable past (invention of gabardine + fact that trench coats were used during world war) 5. CONCLUSION   Ã‚   If lots of nowadays most successful brands are connected to the ever-innovating technology sector (think of Google, Apple, Amazon, Facebook etc) and dont rely too much on a long or mythicized history, long-standing brands combining both heritage and longevity are still able to deliver real value attaining strong competitive positions. If we observe the 2016 Global Best Brands report by Interbrand, we can see that 10 brands in the top15 are more than 50 years old and some of them are way older than that. Even if someone could argue that the success of a brand has little to do with a brands age, we can still say that having long-term traditions and experiences in the business could help to stay relevant and competitive. The level of sophistication needed for a brand to maintain its competitive advantages is of course not to be underestimated, newness and innovation plays a strong role. But even if a brand needs to evolve constantly to stay relevant, it also needs a center of gravity, a clear vision and a commitment to stay true to the core of its DNA (Rebecca Robins 2015) In conclusion we can say that: Consumers prefer brands with a history in order to be reassured and to fight purchasing uncertainty Brand History is a key element in the implementation of Brand Heritage constructà ¯Ã†â€™Ã‚   Brand Heritage boost the Consumer Perceived Value A connection to the past is often required by a company to be successful and coherent in the present and to grow in the future A brand (definitely) has to have a history! REFERENCES Articles and Papers Chun-Tuan Chang Minh-Hsuan Tung (2016) Intergenerational appeal in advertising: impacts of brand-gender extension and brand history, in International Journal of Advertising, 35:2, 345-361 Vanisha Narsey Cristel Antonia Russell (2014). Behind the Revealed Brand: Exploring the Brand Backstory Experience inConsumer Culture Theory. Published online: 20 Aug 2014; 297-323. Bradford T. Hudson John M.T. Balmer, (2013),Corporate heritage brands: Meads theory of the past, in Corporate Communications: An International Journal, Vol. 18 Iss 3 pp. 347 361 Thomas Wuestefeld  · Nadine Hennigs  ·Steffen Schmidt  · Klaus-Peter Wiedmann (2012) The impact of brand heritage on customer perceived value, in Der markt. International Journal of Marketing John T. Seaman Jr. and George David Smith,(2012) Your Companys History as a Leadership Tool, in Harvard Business Review, December 2012 Upendra Kumar Maurya* P. Mishra.(2012) What is a brand? A Perspective on Brand Meaning in European Journal of Business and Management. Vol 4, No.3, 2012 Klaus-Peter Wiedmann , Nadine Hennigs , Steffen Schmidt Thomas Wuestefeld (2011) Drivers and Outcomes of Brand Heritage: Consumers Perception of Heritage Brands in the Automotive Industry, in Journal of Marketing Theory and Practice, 19:2, 205-220 Ulla Hakala Sonja Là ¤tti Birgitta Sandberg, (2011),Operationalising brand heritage and cultural heritage, in Journal of Product Brand Management, Vol. 20 Iss 6 pp. 447 456 Pozzi Daniele, The Invisible H: does History has a place in Heritage? A proposal, in https://www.Researchgate.net Urde M, Greyser SA, Balmer JMT (2007) Corporate brands with a heritage. J Brand Manage 15(1):4-19 Books Keller L.K, (2013) Strategic Brand Management. Building, Measuring and Managing Brand Equity, published by Pearson Baker M., Hart S. (2007) Product Strategy Management, Prentice hall, London Websites http://interbrand.com/views/legacy-brands-keeping-long-standing-brands-relevant-in-the-digital-age/ http://www.theguardian.com/media-network/2015/oct/09/brands-relevant-digital-age http://interbrand.com/best-brands/best-global-brands/2016/ranking/ https://uk.burberry.com/our-history/ http://www.burberryplc.com/about_burberry/company-history http://it.louisvuitton.com/ita-it/la-maison/una-storia-leggendaria#how-it-all-began http://www.worldofcoca-cola.com/about-us/coca-cola-history/ https://www.oxforddictionaries.com/ http://www.coca-cola.co.uk/stories/from-1886-to-the-present-daythis-is-the-story-of-coca-cola http://www.stern.nyu.edu/experience-stern/faculty-research/georgesmith-history-leadership

Identity and the Life Cycle

In Erikson’s famous book, Identity and the Life Cycle, the author takes a close look at the development of the human personality across time, focusing on elements of human development as they relate to the psychosocial sphere of study. The three sections of this book are three famous writings from Erikson, entitled, Ego Development and Historical Change, Growth and Crises of the Healthy Personality, and The Problem of Ego Identity.The first section, Ego Development and Historical Change, deals with the idea that the ego is a present yet also ever evolving part of humanity, that the ego shifts within the personality, surfacing healthily in times of wellness and separating the person from the leader led mob, balanced out between the super ego and the id, one might say.Into the second part of the book, Growth and Crisis of the Healthy Personality, the reader gets a better idea of what Erikson means when he speaks about psychological and social interactions and milestones, develop mental levels, which arise as the organism of the human person blossoms and changes naturally through various stages from conception until death. In the final pages of the book, the last paper, entitled, The Problem of Ego Identity, Erikson delves deeper into the meaning of human psychosocial development as it relates to both biological development as well as modern society.Here he asks the burning question, do we prepare ourselves as human beings for the life cycles which we experience? A look at modern society shows the pitfalls for people who are not developed in mind, spirit, and body together and how people would benefit from being socially, cognitively, and physically adept at certain life stages, primarily at the transition from adolescence to adulthood. References Erikson, E. (1980). Identity and the Life Cycle. W. W. Norton & Company.

Why Everybody Is Talking About Narrative Essay Interesting Shop Samples...The Simple Truth Revealed

Why Everybody Is Talking About Narrative Essay Interesting Shop Samples...The Simple Truth Revealed The New Angle On Narrative Essay Interesting Shop Samples Just Released Descriptive Essay on Market can be employed by tourists or visitors that don't have any prior understanding of a marketplace. Even a little walk farther down the street or a trip to the supermarket proved to be a great proof of the simple fact that the USA economy is all about six times larger than the Russian one. America is an excellent location, but it is advisable to know more about the major cultural differences before going here. The Unusual Secret of Narrative Essay Interesting Shop Samples When you compose a narrative essay, you're telling a story. The story needs to be well-detailed and organized to spell out the entire story and connect different components of it. Your story does not need to be too serious in the event the subject isn't tough. Telling a story isn't always straightforward and tel ling a terrific story is even harder. The body paragraphs supply the important characters of the narrative essay that's vital in creating an appropriate story. Narrative essays are told from a defined point of view, frequently the author's, so there's feeling along with specific and frequently sensory details given to find the reader involved with the elements and sequence of the story. A suitable conclusion will offer succinct information inside the essay by discovering the principal points about the characters and events of the story. Bear in mind that although the major part of a narrative is the story, details have to be carefully selected to support, explain, and improve the story. The Battle Over Narrative Essay Interesting Shop Samples and How to Win It The truth is that the auto park smart lighting Singapore has 2 standard goals to meet. The starting point of each story is true and it's very clear that, as a way to be worthy of being told, it has to be an interesting one. There lies the actual catch! All the details relate to the principal point the writer is trying to make. The 5-Minute Rule for Narrative Essay Interesting Shop Samples What's more, you must be somewhat distinct with the information that you use. Apply online and your interview is going to be scheduled within one day. You have to provide sensory details that will bring in the targeted audience. Don't forget you need to use vivid and specific particulars. The Narrative Essay Interesting Shop Samples Chronicles You're anticipated to have a concept of the readers in finding a necessary information from the essay. During admission, there's an essay requirement that is a portion of the admission procedure and the favourite essay is the narrative essay. When you compose a narrative essay, always guarantee that there's a moral to the story, or the entire paper is not going to make sense. The main matter to be mindful about in personal descriptive essay is that there shouldn't be any over-exaggeration. Essay Analysis Now let's review a couple of important points from using this sample essay. These Sample Scholarship Essays make a fantastic instance of narrative essays. Descriptive Narrative Essay Example may be used mainly to recreate an occasion. Tutorials, 303 words Writing an application is among the key steps for you to be admitted to the college of your selection. Templates like Descriptive Essay about Office can be helpful for someone who's planning to pay a visit to an office. Navigation Navigation is among the most sensitive components of a web site. Oversimplified navigation increases the simplicity of movement within the whole site to the clients. Last, use outside sources to help you receive the very best result possible. Decide on the kind of similes, metaphors and other literal devices which you can add to produce your work more interesting. It's more appealing and understandable in the event the words you're using are interconnected and are extremely ideal for the subject issue. If you're saying something, ensure you're making any sense. A personal narrative essay is just one of the greatest tools to stop social issues which are frequently disregarded. There are struggles that may easily be eliminated when you're in the early phases of writing your personal narrative essay. At times, however, a narrative isn't about such standard topics. Since the content of narratives essay can vary when it has to do with unique institutions, we've resolved to supply you with examples in the event you face an issue. Narrative essay is just one of the most fascinating kinds of essays. Narrative essays are frequently the norm in academia. They are classified under nonfiction and is based on experience. In that case, then you ought to attempt writing narrative essays. Such approach always pays off because it provides you an exceptional insight into the practice of essay writing that is directed at achieving excellent outcomes. The tricky thing about the narrative essay is there are always some limits to the sum of content you're able to give your readers with. With a profound sample, you'll be more mindful of what topic is more inclined to connect with your readers and what's going to miss the target. To pull in the intended audience effectively, you need to compose a captivating topic sentence that will function as a hook. Based on the duration of the essay, quite a few body paragraphs will be different. You should restate your most important points and earn an overview of those. Details in the body paragraphs need proper overview to enhance the comprehension of the readers. You may use the distribution of sentences to recognize the paragraphs that is going to be highly accepted by the audience.

Kid Science How to Make Your Own Balance Scale

It’s not always easy for kids to see how objects relate to each other, especially regarding size and weight. That’s where a balance scale can come in handy. This simple, ancient device allows kids to see how the weight of objects relates to one other.  You can make an easy balance scale at home with a coat hanger, some string and a couple of paper cups! What Your Child Will Learn (or Practice) How to compare and contrast objectsEstimation skillsMeasurement skills Materials Needed A plastic hanger or a wooden hanger with notches. Youll want a hanger that wont allow the strings holding the objects to be weighed to slide off.String or yarnA single-hole punchTwo identical paper cups (Try to avoid wax bottom cups, as they add uneven weight.)A pair of scissorsMeasuring tapeMasking or packing tape How to Make the Scale Measure two pieces of string two feet long and cut.Make holes to attach the string to the cups. Make a mark one inch below the rim on the outside of each cup.  Have your child use the single-hole punch to make holes in each cup. Punch a hole on either side of the cup, along the 1-inch mark.  Attach the hanger to the wall, using a cup hook, doorknob or a level bar for hanging clothes or towels.Tie the string to each side of the cup and let it sit in the notch of the hanger. The string should support the cup like the handle of a bucket.Repeat this process with the second cup.Ask your child to steady the hanger to make sure the cups are hanging at the same level. If they are not; adjust the string until they are even.When they look even: use a piece of tape to secure the string in the hanger’s notches. Show your child how the scale works by putting a penny in each cup and then adding another coin to one of the cups. The scale will tip toward the cup with multiple coins in it. Using the Balance Scale at Home Once you’ve made your balance scale, it’s time for your child to try it out. Encourage her to take out some of her smaller toys and explore the scale. Once she gets the hang of it, you can help her compare the weight of different items and take about how to compare them. Now teach him about units of measure. A penny can represent a standard unit of measurement, and we can use it to represent the weight of different things by a common name. For example, an alphabet block might weigh 25 pennies, but a pencil only weighs 3 pennies. Ask your child questions to help her draw conclusions, such as: Which cup has the heavier item in it?Why does one cup stay up while the other goes down?Do you think this would work if we put the hanger somewhere else? Why or why not?How many pennies do you think Toy A weighs? Is that more or less than Toy B? This simple activity brings home a number of lessons. Making a scale teaches elementary physics as well as standardized measures, and affords you a great opportunity to learn along with your child.