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The British Monarchy- The Ultimate Hertitage Brand

What are the key aspects of heritage brands? Professor John Balmer‘s ground breaking research on the British monarchy addresses this question.

Corporate heritage institutions give successive generations a sense of identity. Professor John Balmer of Brunel Business School has coined the term “corporate heritage marketing” to describe  organisations that have a rich history, and ability to link the past to  the present. Heritage branding is concerned with the marketing of  history with brands that represent a particular period – such as the  British Monarchy, London Taxis and Harris Tweed.

Professor Balmer used a case study on the monarchy in Britain and Sweden to investigate key  components of heritage brands. He argues that heritage marketing has  become a core competency of many brands – capable of generating positive public emotions.

Trust, affinity and authenticity were found to be the competencies  which maintain corporate heritage. Trust concerns the level of  confidence between the brand and the public. Affinity relates to  awareness of the public’s concerns and authenticity suggests the  importance of the enduring identity traits. His work has led to a new  conceptual model within the field of marketing.

Professor Balmer has been approached by many Royal households, as well as the Japanese and  Spanish media, to comment on Royal families across the world in the  context of heritage branding. This work allows long standing brands to  become more effective– enabling them to grow and develop during changing times. Professor Balmer’s work has given academics and organisations a  new way of conceptualising established organisations with a history in  order to increase consumer loyalty and satisfaction.

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