BRANDS WITH RICH HERITAGE CAN USE THEIR LEGACY TO GENERATE STRONG EMOTIONAL PERCEPTIONS OF VALUE IN CONSUMER MINDS.
Heritage is an important tool for building brand equity, as it adds depth, authenticity, and credibility to the brand’s perceived value. This impacts purchase-related attitudes- how the consumer feels about the brand, customer satisfaction, brand trust, brand loyalty, willingness to pay a premium price, and finally the buying intention.
Adapting to the ‘CONTEXT, the place, people, and products is essential to start the storytelling. The ‘PLOT’ is the brand story that needs to be translated by design into tangible forms, a brand signature palette, and consumer engagement elements. Finally, the ‘STRUCTURE’ is the way in which all the