Brand Heritage & Labels: Can history spark future success?

Brand Heritage & Labels: Can history spark future success?

‘Brand heritage’ has become a hot topic in the private sector, describing a range of activities which connect a company with its past in order to increase its competitiveness and prosperity in the future. In this article, we will have a look at what brand heritage is and how labels can enhance its value for different types of businesses. Let’s start with defining a label. A label is a piece of paper, plastic film, cloth, metal, or other material affixed to a container or product, on which is written or printed information or symbols about the product or item. Also, information printed directly on a container or article can also be considered labelling. Packaging may have labelling attached to or integral with the package. These may carry pricing, barcodes, UPC identification, usage guidance, addresses, advertising, recipes, and so on. They also may be used to help resist or indicate tampering or pilferage. At the centre of using a label, is the portrayal of brand heritage. This comes in many uses, including providing information on a product’s origin, the manufacturer (e.g., brand name), use, shelf-life and disposal, some or all of which may be governed by legislation such as South African Food Labelling Regulations. Now the big question is, with the disruption of Uber, Airbnb, Tesla. All high-flying brands. All less than a decade old. Are consumers still affected by brand heritage when choosing to buy from you? Absolutely yes! It used to be that we all looked for brands we knew and trusted based on what they had come to mean over the years – brands that had been around for generations. Ones we could count on. Steady-as-a-rock permanence. This was a...
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