chapter  6
33 Pages

Company heritage marketing

We have seen in previous chapters that whether it is long-haul holidays, business travel, short breaks or food and drink, there is a growing global social phenomenon where the common theme and demand is for all aspects of heritage. The heritage industry has not only grown to unprecedented levels, but has come to develop sectors (such as heritage tourism) and create demand that was not necessarily predicted. In this fascinating scenario we have another emerging trend, that of business organizations attempting to capture their corporate heritage and to use this for marketing, especially to create a point of differentiation for competitive purposes; this applies equally to small, medium and large (even ‘multi-national’) organizations. ‘In a world of increasing over-choice and globalisation, or Americanisation, consumers are seeking out brands (and companies) with genuine history and authenticity’ (Stewart-Allen, 2002).