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SPECIAL
ISSUE
Whats
in a Name?: Brand Heritage and Opinion Strength
- - Micael Dahlén, Sara Rosengren
As
more brands than ever are facing slaughter, established
brands are becoming more valuable. As a result,
brands are taking new roles in consumers lives
and in society. Heritage brands face dispersed
ownership and must struggle against prejudice
and oblivion to take on the role of beacons in
society. In this article, we investigate the hows
and whys of brand management as the young brands
die and the old prevail.
© 2006 IUP . All Rights
Reserved
SPECIAL
ISSUE
Being
Current while Looking Historic: Strategies for
Building Heritage Brands
- - Tapan K Panda
Heritage
brands are manifestations of a typical consumption
culture. The power of a heritage brand does not
come from the duration of its existence, but from
its ability to establish a strong connection with
the customer over long periods of time. Heritage
brands have always enjoyed a good amount of both
market share and profit share. This article attempts
to highlight the reasons for a brand to stay longer
in the market and also to find out the reasons
for their withering away. The article looks at
both American and Chinese heritage brands to find
out what makes American heritage brands reinvent
themselves and Chinese brands fade away in the
face of competition.
© 2006 IUP . All Rights
Reserved
SPECIAL
ISSUE
Wal-Mart:
A Heritage Brand
- - George M Zinkhan, Candice R Hollenbeck
For
a variety of reasons, there is a growing resistance
to transnational brands. Wal-Mart is one of the
many global brands receiving widespread criticism.
Despite some disapproval, the firm is accelerating
in growth. One reason that the company continues
to grow is because Wal-Mart recognizes the value
of its brand. Here, we highlight the one method
Wal-Mart uses to preserve its brand heritage by
building loyalty among local community members.
Based on the observations of a store-opening ceremony,
we provide examples of innovative branding strategies
for the 21st century.
© 2006 IUP . All Rights
Reserved
SPECIAL
ISSUE
Reinventing
Heritage Brands
- - Subhadip Roy
As
the name `Heritage Brands suggests, there are
some brands which occupy a special position in
the minds of the consumers by virtue of heritage.
However, having a rich heritage doesnt ensure
that the brand will remain successful for eternity.
This article talks about the issues which can
(and have) spell disaster for brands with a rich
heritage and the things a brand needs to take
into account to continue to stay atop in the minds
of the consumers.
© 2006 IUP . All Rights
Reserved
SPECIAL
ISSUE
I
Love You Rasna
- - Sanjit Kumar Roy
Heritage
brands are brands with a rich history, philosophy,
and a long-term relationship with the customers
built on the platforms of quality, loyalty, value
and trustworthiness. Even a single brand attribute,
which provides the competitive advantage in the
long run, becomes the heritage of that brand.
Rasna certainly fits into the category of heritage
brands with its invaluable history and the way
in which it has repositioned itself successfully
in the minds of the Indian consumers. It is now
a brand for the masses. Rasna has built an emotional
attachment with its consumers through effective
advertising and value-added economic products.
© 2006 IUP . All Rights
Reserved
SPECIAL
ISSUE
Coca-Cola:
The Enduring Heritage Brand in Britain and Turkey
- - Stanley J Paliwoda, Nukhet Vardar
We live in an era where the leader brands
are on the verge of being punished for just being
leaders. The marketing strategies, sourcing practices
and organizational governance of leader brands
are constantly under much more scrutiny than that
of their competitors. However, we must realize
that leader brands actually have to try harder
to come up with original ideas in order to stay
competitive and retain their leadership positions.
In most instances, all this due diligence and
these extensive efforts are often overlooked,
almost as if these brands were assumed to be destined
for success or failure from the moment they were
launched in the market. Although in reality, there
are no natural laws that can lead to market success.
This article discusses the marketing strategies
used by one of the worlds best known heritage
brands, Coca-Cola, in order to compete effectively
in both the British and the Turkish markets.
© 2006 IUP . All Rights
Reserved.
SPECIAL
ISSUE
Can
Chinas Heritage Brands be Saved?
- - Doris Ho
As
multitudes of international brand names clamor
to get into the Chinese market, Chinas heritage
brands or laozihaos, are quietly struggling to
compete for a share of consumers minds. Pitting
themselves against higher product quality and
brand standards, are these heritage brands destined
for a slow but certain death?
© 2005 brandchannel.com. Reprinted with permission.
SPECIAL
ISSUE
The
Indian Daily Heritage Brands
- - C Anandan, K Ravichandran, M Prasanna Mohanraj
This
article analyzes three heritage brands of the
English newspaper segment in India: The Times
of India, The Hindu and The New Indian Express.
A comparative analysis based on brand history,
brand identity, brand personality, and brand image
is done. The article also records how these brands
have adapted to the changing needs of the environment.
© 2006 IUP . All Rights
Reserved
SPECIAL
ISSUE
Qantas:
The Spirit of Australia
- - Rajeev Kamineni
The
key perceptions or the theme of a product is captured
in a nutshell by the brand name. If brand names
are easy to pronounce, familiar and meaningful,
different, distinctive and unusual, then it tends
to be easier for consumers to remember that particular
brand name. In this age of globalization, it is
important to view the brand name from a cross-cultural
perspective rather than from a one culture perspective
because the more meaningful a brand name is in
one culture, the more likely that it will not
be very transferable to other cultures due to
translation problems. There are certain brands
spread across the world that have overcome this
hurdle of cross-cultural misinterpretation. These
brands have achieved a `heritage status due to
their longevity and sustained customer loyalty
in the market. Qantas, the airline from Australia,
is one such brand and Qantas as a brand is analyzed
from a heritage perspective in this article.
© 2006 IUP . All Rights
Reserved
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