How Brand Heritage is used in Marketing ? Does Age Really Matter ?

How Much does the Age of Retail Brand MatterIt is not uncommon to see around us Retailers citing the year they were established either as a part of their merchandising [Embossed in logo or as Established 1892, etc. We often wonder if age really matters. Do customers care about Brand Heritage ? And if they do, does old age always work in a brand’s favor ? These are some of the questions we’ll address with our case study.

When Advertising the Brand’s Age Works ?
In the luxury market, heritage is synonymous with both quality and prestige, so high-end brands flaunt their heritage to convey years of acquired expertise and craftsmanship. For example Coach thinks that imprinting the year it was established is a reminder (more…)